NSW Trustee & Guardian + Family & Community Services appoint LOUD as new comms agency
LOUD has been awarded the contract for a public awareness initiative by NSW Trustee & Guardian and Family & Community Services, following a NSW Government select tender process.
The current completion rate for planning ahead documents (Power of Attorney and Enduring Guardian) other than Wills, is very low. Only 5% of Australians have a correct understanding of the purpose of all three documents and more than 3 in 5 (62%) Australians would rather do the washing for the entire household than organise their planning ahead documents.
Despite this reluctance, there is virtually a collective agreement amongst Australians that they want to make things as easy for their family as possible if they die (95%), which is the main reason why they would plan ahead.
LOUD is preparing a soft launch of this NSW Government initiative including online, social media and regional television for November. In February and March next year the campaign will then utilise metro and regional television, online, regional and metro press and social media.
As the only communications agency with in-house Multicultural skills LOUD has also developed Culturally and Linguistically Diverse (CALD) online and press for five key markets, Chinese, Italian, Arabic, Greek and Vietnamese.
Says Liz Argent, general manager, business development unit, NSW Trustee and Guardian: “Loud delivered the strongest idea from the beginning – an idea that was spot on brief and aligned to the audience insights. This was further reinforced by how well it performed during our focus group testing – receiving unanimous praise for its clarity and relevance from all participants. We’re really pleased with the outcome as are all our stakeholders.”
Says Joe Van Trump, creative director at LOUD: “This is a fantastic opportunity to create a piece of communication that could make a real difference in people’s lives. It prompts important conversations that most people ignore until it’s too late.”