The Smith Family is an Australian, independent non-profit children’s charity whose goal is to create opportunities for disadvantaged children and their families and encourage them to participate more fully in society, using education as a key tool.
Heartburst was engaged to assist in the creative development of a value exchange marketing campaign for the child sponsorship team. The goal of the campaign was to help kids learn about money, while introducing parents to child sponsorship opportunities. They can take part and explore in fun activities that teach the child the basics of managing money. The guide is packed with valuable tools and helpful tips that make it fun and easy to teach the child about money. Heartburst’s role was to provide design consulting on the product format, and implement the creative execution. Our approach began with a design workshop for key stakeholders and education experts at The Smith Family. Heartburst then presented a range of initial creative concepts detailing potential brand narratives and creative approach.
Collaborating with The Smith Family team, we refined the product selection and developed the characters and activities. The chosen solution was a colourful PDF guide featuring a suburban stick figure family named “The Credits”. To keep it fun and engaging, The Credits characters will guide the parent through educational activities to help their child understand money basics, learn to save and develop healthy money habits for life. The final product included three components:
A landing page
We created a mobile optimised landing page with a clear call to action, so that users clicking on social ads can quickly and easily sign up to the campaign.
Mailchimp integration
We used Mailchimp’s automation capabilities, integrated with the landing page to deliver the activity pack instantly to users who sign up.
PDF activity pack
Our design team laboured over this 11 page activity pack with illustrations, tips and activities that provide real value for families. The guide is designed for children aged 3 to 10 years but the information useful for children of all ages. We are pleased with the success of The Smith Family’s campaign for financial literacy – “The Credits”. TSF reported that within the first 4 days of launching the Facebook campaign using our creative work and page optimisation, they received over 1000 downloads.
