Greg Johnson reveals how pro bono support is helping Royal Institute for Deaf and Blind Children (RIDBC) embark on an outdoor advertising campaign.

Royal Institute for Deaf and Blind Children (RIDBC) has revealed an outdoor advertising campaign using the $400,000 in advertising space donated to it by Adshel. The Sydney-based nonprofit has received assistance from Common Ventures in developing the concept and creative for the campaign, according to RIDBC chief executive officer Chris Rehn

“As a charity, RIDBC puts fundraising dollars back into improving and extending our services, so an outdoor advertising campaign on this scale simply wouldn’t be possible without such outstanding in-kind support from the corporate sector,” said Rehn. “RIDBC is Australia’s largest non-government provider of services for children with hearing or vision loss, assisting thousands of children a year across Australia. 

“I know that this campaign will raise awareness of RIDBC and ultimately drive much-needed donations,” he added.

Caption: One of RIDBC’s outdoor ads at a tram stop in Melbourne.

Adshel announced in January that RIDBC would receive $400,000 in outdoor media space for a campaign, after the nonprofit won Adshel’s ‘Importance of Giving Back’ Christmas campaign. A total of $700,000 in space donated to three charities in the competition which received over 2,000 votes.

“RIDBC does an amazing amount of things for deaf and blind children, and we were given an incredibly difficult brief,” said Common Ventures creative director Brian Merrifield. “Usually non-profit creative can be message overwhelming, so we wanted to go strong with a direct message. But how do you get people to become a bit more aware about what they do without cramming everything into it?

“We had to find something so simple that encapsulated the fact that they help both blind and deaf children. The teddy bear was one of the first ideas that we had and we kept coming back to it because it was so striking.”

Greg Johnson is the editor of Fundraising & Philanthropy Magazine.

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