There For Any Human
ZOO Group Canberra were commissioned by CatholicCare to create an awareness campaign to be identifiable as a community organisation that is separate to that of the Catholic Diocese and perceived associations. Above and beyond that, they launched their strategic vision for 2017 and onwards as one of the ACT and surrounding region's biggest contributor to the community at large, offering a huge variety of assistance from aged care, homelessness, family support services, counseling and disability care. ZOO needed to highlight their impact on the lives of the community.
We started by developing a brand campaign to highlight and distil the core values of CatholicCare into a clear, consumer facing positioning. We created a 90 sec and 60 sec TVC as a brand manifesto to establish a connection with the target audience, communicate their organisational essence and create an emotive, positive bond with the greater community across the ACT and Regional NSW. As part of the campaign we developed 30 sec radio ads, bus advertising, posters, magazine ads, alongside highly targeted digital banners to extend the campaign across multiple touch points. We also created a new website which took on the branding to assist with the positioning the organisation is trying to achieve.
CatholicCare re-launched the brand with great success in an event attended by the Archbishop and senators alike, echoing their strong resonance with the new position and strategic vision. CatholicCare has been thrilled with the final product, and what has been delivered by ZOO Group.