Act for Kids encourages Aussie families to give less this Christmas

27 November 2018

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Families are being encouraged to give one less gift this Christmas and instead consider donating to charity.

National children’s charity Act for Kids is encouraging Aussie families to buy one less Christmas present this year and instead give the money to kids at risk of child-abuse and neglect.

The two-minute spot, by Publicis Worldwide, showcases kids being asked what they want for Christmas, then being asked what they would give away to kids who would not get any presents for Christmas.

The new approach taps into authoritative research that shows 70% of people regret some of the impulse purchases they make at Christmas, with Aussies spending an average of $593 on Christmas presents.

Publicis Worldwide ECD Ryan Petie says: “We’ve supported Act for Kids for more than 15 years and we hope this project achieves the effectiveness of our past campaigns. As a father of two youngsters, I know how much money we spend on unnecessary gifts at Christmas, which could be much better spent giving a little hope to kids in need.”

“The One Less Present campaign from Publicis Worldwide is authentic and moving, focusing on children giving to others as an act of generosity and understanding. This latest campaign follows in the success of Monster Crayons in 2016, a new product now sold in retail stores around Australia,” Act for Kids Marketing Manager, Penny Parsons adds. 


Client: Act for Kids

Executive Director of Service: Rob Williamson

Marketing Manager: Penny Parsons

Direct Marketing Manager  : Julie Sampson

Communications & Fundraising Support Manager: Cavill Stone


Agency: Publicis Worldwide

ECD: Ryan Petie

Creative Director: Aldo Ferretto

Art Director: Kale McRedmond

Copywriter: Anais Read

Copywriter: Shaun McMahon

Producer: Dana White

Account Director: Harleigh Reimer

Account Manager: Shayne Rase

Digital Director: Alexandra Sundqvist

Senior Developer: Alex Parker

Senior Editor: Clint Brice

Social Media Manager: Georgia Crawford

DOP: Brendan Isaac

Audio Production Company: The Voice Plant

VO Artist: Astrid Cooper

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