The Benevolent Society says 'When The Moment Comes, We're Here' via The Dylan Agency

BV005_disability_A_A3_poster.jpgThe Benevolent Society, Australia's first charity, has launched its first new brand awareness campaign in almost five years, letting Australians know that "when the moment comes, we're here" via The Dylan Agency.
 
The 'Be Loved' campaign is designed to let Australians know that The Benevolent Society is always available to assist Australians live their best lives - that when the moment comes for help of any kind, The Benevolent Society provides the services most appropriate to making life better.
 
The Benevolent Society has just opened a number of remote and rural offices across NSW and will be providing all the disability clinical services that the NSW government's Community Service Teams previously provided. These new offices mean The Benevolent Society has a presence in many new areas and will be delivering services to clients in three areas of focus: disability, ageing and family support.

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Says Jo Toohey, CEO, The Benevolent Society: "We are committed to providing as many Australians as we can with support so that they can live their best lives. We advocate for social justice and change - as we have for more than 200 years - and we bring services that support people with disability and older Australians stay in their homes for as long as they'd like to. For families, we provide whatever aid they require, achieving great impact and effectuating excellent outcomes.

"Our staff will be mobile, providing assistance wherever our clients want them. This is particularly helpful in remote and rural areas and we'll have service hubs that ensure people receive the support they need and want."
 
Says Louise Genge, marketing director, The Benevolent Society: "The key aspect of the campaign is to let people know that we're here when they need us. Some older people may need a few services in their home to help them live better - like help driving to doctor's appointments, or support with personal grooming, or assistance with meals. We deliver those, and we thought it was time people across NSW knew what we did."
 
Says Dylan Taylor, The Dylan Agency: "The Benevolent Society has an amazing story to tell. Their dedication to their clients is more than just care - they really do love the work they do and they make a real difference to the lives that they touch. Our goal was to let people know that at the point in life you need help, The Benevolent Society is there."
 
The campaign includes print, TV, social media, online, and the medical channel in doctors' offices.

Creative: The Dylan Agency
Production: Fine Moves
Media: Benedictus Media

7 Comments

Congratulations said:

A 16 word headline that still manages to feel incomplete.

Judgement said:

For someone with such strong judgement on other people's work he sure produces a lot of shit.

John said:

It assumes that people know and understand its brand position but the sad truth is that it fails because the headline is blind unless you can be bothered to read the tagline, which most won't.

A friend. said:

Was always a terrible creative. But incredibly smart. That useless and that rich, full credit. Respect.

Watchman said:

Dire! No core message, no brand differentiation. How does Australia's 'Oldest Charity' get sold this worthless crap?

Disgusted disability worker said:

'Be Loved'- really?
How disrespectful to people with disabilities - portraying them as objects of pity,
to be loved by charity workers, rather than seeing them as their own agents, empowered through the provision of individualised funding from the NDIS
Shame on whoever dreamt this up and shame on TBS as they chase NDIS dollars by offering to 'up size' their services with'love'

Mary said:

Typical poor creative content developed for NGO's who have an overly prescriptive brief, and expect an overly simplistic, childish, and patronising message to tell to their potential clients. These sort of campaigns for NGO's seem to be cookie cutter outcomes from a creative process that was either; Lazily put together with only limited ideas, or an outcome of an organisation that thinks direct messages lacking in emotive messages or engaging and charismatic tag lines are somehow better than true creative executions.

Instead of focussing on the quality of their product, that being their staff, which inherently are the product the clients will be purchasing, this campaign makes a strange decision to focus on the consumer as somehow being a great catalyst for others to identify with. When you service a sector with such a wide variety of clients, placing pictures of "disabled looking" people doesn't necessarily represent disabled people, this is a typical and unfortunate mistake most creative agencies make when executing similar campaigns. Somehow assuming that a disability services needs to remind people they are a disability service. If you need to remind people that you a disability service, you probably have more important core messages to sell to your consumer base, how about selling the "amazing story"? or the amazing staff members and their capacity? after all this IS the product after all isn't it?

it's actually quite surprising that Says Dylan Taylor states "The Benevolent Society has an amazing story to tell" yet none of this story is anywhere to be seen. The logo is predictable, and overly childish. How many times will we see overlapped colours with a 3rd colour duo tone?

Be Loved. this campaign will be anything but beloved, and unlikely to be-remembered.

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