The campaign highlights how community projects can change lives.
Newcastle Permanent Charitable Foundation tells the story of two families and two young people across four TV ads in its latest campaign.
The campaign was created in partnership with Newcastle-based agency Enigma and Newcastle Permanent's marketing team, with the ads directed by Karl Brandstater.
The ads feature stories from the Goodwin family in Medowie, the Curry family in Cessnock and two young people from the Central Coast - all of whom have had their lives changed through community projects funded by Charitable Foundation grants.
Charitable Foundation acting chair Jennifer Leslie says the campaign's success is built on personal stories of people whose lives have been changed by community organisations and their programs.
"Each ad in this campaign shows how profound the impact can be on the life of people and families who’ve benefited from just one of the Charitable Foundation’s projects," Leslie says.
"In the ads they share intimate and profound insight into the experiences they face, giving others a rare opportunity to understand their journey."
It launched at the opening of the Charitable Foundation's next funding round, as applications are sought for community projects to receive a share of $800,000 in grants.