Credit: Paper Moose
Paper Moose has created a brand campaign for Uniting NSW.ACT, after winning a competitive pitch in April.
The work, which launches this week, is aimed at raising awareness of the not-for-profit’s services across all life stages.
The first phase of the campaign is being run across outdoor, digital, radio and print, with a second phase scheduled for early 2026.
Uniting NSW.ACT chief customer officer Stuart Crabb said the campaign was also designed to broaden understanding of the organisation’s services across New South Wales and the ACT.
“This campaign reflects the real difference Uniting makes for people and communities across NSW and the ACT,” Crabb said.
“It's designed to reach more people who need our life-changing services and to help them understand the breadth of support we provide across every stage of life.
“By building greater recognition and trust in the Uniting brand, we can advance our goal of disrupting entrenched disadvantages and creating brighter futures for the people and communities we serve.”
The creative platform, The Change You Can Feel, was developed with insights consultancy The Navigators.
It features five scenarios designed to highlight the impact of care, supported by photography in Uniting’s signature Lilly Pilly colour.
Melanie Hallett, marketing lead, brand engagement at Uniting NSW.ACT, said the brand was aiming for emotional resonance.
“Our new campaign is about creating real connection,” she said.
“The Lilly Pilly brand colour has become a symbol of the impact Uniting makes every day, while our stories highlight the difference people can genuinely feel when supported by our services.”
The campaign will run in two phases: from September to November 2025, and again from February to May 2026. Media channels include transport and retail out-of-home, digital, radio, social, and print.
Paper Moose CEO Nick Hunter said the work reflected the agency’s values.
“Weʼre thrilled to partner with such an incredible, purpose-driven organisation at such a pivotal milestone,” Hunter said. “The campaign reflects a shared commitment to creating meaningful impact for people and communities.”
Uniting NSW.ACT is one of the largest not-for-profits in Australia, providing services including aged care, family support, disability, and early learning.
Credits
Client: Uniting
Chief Customer Officer: Stuart Crabb
Marketing Lead – Brand Engagement: Melanie Hallett
Agency/ Production: Paper Moose
Executive Creative Director: Nick Hunter
Head of Client Services & Production: Hannah Day
Strategy Director: Annabelle Rogers
Creative Director: Jeremy Willmott
Creative Copywriter: Hannah Stokes
Design Lead: Kenn Huang
Senior Account Director: Brigitte Harbrow
Photographer: Lula Cucchiara
Research: The Navigators
Media: Havas
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