Animal protection charity the International Fund for Animal welfare has appointed Cabana Boys to its creative account following a five-way pitch.
The first work by the Sydney agency will launch this Sunday across pay TV and digital advertising, using a mnemonic for the organisation where IFAW stands for 'I Found a Way'.
Cabana Boys co-founder Nik Robinson said in a statement: "IFAW is an active, involved organisation of can-do people that empowers animal lovers to make a difference to suffering animals wherever they are.
"This campaign is a call-out to those people who want to do something to help animals but don't know how, saying that there are other people just like them who have 'found a way' through IFAW.
"I Found a Way ... to stand up against ivory poaching, to help native animals in distress, to fight poaching, to help protect whale habitats, to make a difference."
IFAW Oceania director Isabel McCrea said IFAW's long-term goal was to be recognised as the leading animal protection not-for-profit organisation in Australia.
"A key step on that path is to boost brand recognition among potential donors to animal causes," she said. "IFAW has worked in Australia for 30 years delivering huge numbers of animal rescue and protection programs.
"But that very diversity can make it a challenge to differentiate ourselves from other animal charities. This campaign will, we hope, go a long way to helping address this challenge, positioning us as the action-focused organisation that we are – and doing it in a powerful, motivating and inclusive way."
Jason Kendal, client service director at IFAW's media agency, Ikon Communications, said potential donors to animal causes would be targeted to increase awareness and brand recognition, with the campaign to be placed within environmentally relevant pay TV programming, pre-rolls, OTP and banner display ads on relevant websites.
The campaign was written by Stuart Ghent and art directed by Nik Robinson. Engine was the production company.
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