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#KindnessAdsUp

ADS-UP: SOCIAL MEDIA CAMPAIGN

Ads-Up has come together to support 1,250 refugees who are being resettled under the controversial U.S.-Australia refugee deal. After being forced to cancel their annual fundraising gala in response to the COVID-19 pandemic, we launched a #GivingTuesdayNow social campaign to increase small-dollar donations and virtual volunteering.

 

Our work reimagined their social media to showcase the deep bonds between refugees and Ads-Up's global network of volunteers through short, deeply human documentaries and audio-visual pieces. We also created a social media toolkit to strengthen their brand identity and expand on their efforts to build community online.

Human Kindness Is All We Have.

With people around the whole world working hard to protect themselves and their loved ones during the COVID-19 pandemic, charitable donations have plunged. We worked with Ads-Up to overhaul their social media and empower Australians everywhere to give what they will always have: kindness.

 

We used footage and interviews from refugees, volunteers, and outspoken Australian celebrities to create targeted videos and a new look that encourages followers to speak out, befriend recently resettled refugees, and donate what they can.

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As the world came together, we launched the campaign during #GivingTuesdayNow.

We spread Ads-Up's newly branded, global messaging across rolling timezones by starting the day in Sydney and Melbourne and ending it 38 hours later on the east coast of the United States.

AMIR'S STORY
ANWAR'S STORY

"This Machine Media has been instrumental to our COVID-19 emergency response, creating heartfelt, impactful social content that has resonated with our donor base, helping us raise thousands of dollars to continue our crucial work assisting refugees through this crisis."

APRIL TAFE, ADS-UP

We raised $40,000 on #GivingTuesdayNow.

Our #KindnessAdsUp Giving Campaign garnered international support, raising $40,000 of critical funds to support newly resettled refugees. In subsequent days, our posts raised an additional $7,000, all of which went directly into the bank accounts of resettled families, struggling to afford meals or pay rent. 

Our collaboration with Ads-Up will be long-lasting. We've supplied them with a robust media toolkit to quickly and easily build future content, ensuring that Ads-Up team— and the community they serve— thrive.

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