Financial relief for the newly vulnerable.
Services
Digital, campaign
Client
Household Relief
At the height of the pandemic, one in four working Australians found themselves newly vulnerable — hours cut, incomes reduced, businesses slowed or stopped altogether. For lower income groups, the impact was acute, with 57% experiencing negative changes to their employment. It was a moment that demanded a clear, compassionate response.
Household Relief, developed in collaboration with Good Shepherd and the Australian Government, provides interest-free loans for rent and essential bills — a practical lifeline for those facing financial hardship for the first time. Our campaign was built to reach them directly, placing the message of financial relief front and centre with a tone that is friendly, accessible, and free from the language of shame or stigma.
With many in the target audience from culturally and linguistically diverse communities — and many having never previously experienced financial vulnerability or sought assistance — clarity and inclusivity shaped every creative decision. The result is a campaign as purposeful and direct as the relief it exists to deliver.
