Case study

In 2021 Allambi Care celebrate 40 years of providing family support services to the Newcastle and Hunter regions. We were tasked with creating a campaign that celebrated this proud history and really reinforced the roots of what Allambi Care stood for then, and still stands for now.

In 1981 a group of locals noticed a number of kids were at crisis point and decided to open a kids refuge, the origin of Allambi Care. To celebrate Allambi care’s 40 years of providing youth services, our concept demonstrated in a real way, that kids in crisis are there, but often not seen.

We photographed the kids dressed in 80’s gear in various locations throughout a major shopping centre. Life-size prints of the kids were cutout and placed in the locations accompanied by a spray painted stencil of the campaign line ‘Here for the kids since 1981.’

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Background

Allambi Care has been a client of Headjam's for almost 10 years. Throughout this time we have developed the brand look and feel, print and digital collateral, Foster Care and service focused campaigns.

We have now been given an exciting opportunity to develop and create a brand campaign. The client, Steve, has a passion to promote their history of over 40 years, the values and the people that make Allambi Care who they are.

This campaign is to empower and celebrate their employees giving them a sense of pride, to promote themselves to the wider community as innovators and leaders in their field and, to showcase where they have come from.

Here is a brief overview of Allambi's history:

Allambi Care began as a crisis youth refuge in 1981 and over the years developed a multi-disciplined service provider in the human services field working across Newcastle, the Hunter, the NSW Central Coast and Victoria.

Objective

To showcase and celebrate the history of Allambi, its people and their core values.

Target Audience

  • The wider Hunter and Central Coast Community
  • Future and Current Employees
  • Families

Consumer Proposition

Allambi Care has developed and continue to grow from a local refuge to a multi-disciplined service provider over 40 years from the passion and core values of the staff.

Desired Consumer Response

Allambi Care are a local company that have grown by the passionate staff of Allambi to care for the people in their community.

Creative Solution

The solution re-created the events of the 80's that lead to organisation's inception. In 1981 a group of locals noticed a number of kids were at crisis point and decided to open a kids refuge, the origin of Allambi Care. Our concept demonstrated in a real way that kids in crisis are there, but often not seen.

The printed piece featured life-size paste ups of the kids dressed in 80’s gear. The kids were photographed on location, printed, cut out and pasted back up in the shoot location throughout a major shopping centre accompanied by a spray painted stencil of the campaign line ‘Here for the kids since 1981.’

We produced a video used on both TV and social platforms.

Digital and outdoor media advertising were also developed as part of the campaign.

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