Christchurch Methodist Mission 'Support a Family'

This multi-media campaign is designed to "Share the Love" and raise awareness of the Christchurch Methodist Mission, their initiatives and in particular their annual 'Support a Family'- which runs every Christmas. 

Support A Family identifies families working within the Missions' programmes, who may need a little extra help during the holidays, and matches them with sponsors. These sponsors donate food and gift hampers, and are paired based on each families' needs and means.

CMM has been active in Christchurch for over 80 years, offering wrap-around social services for all ages. They include; wellbeing teams in schools, housing the homeless, early childhood education and respite care- in addition to 'Support a Family'.

The key purpose of this campaign is to encourage families who can, to support a family so everyone can enjoy Christmas with their family. 

Key challenges;

- The current 'Support a Family' audience is mostly 60+ year olds which is unsustainable to keep running.

- Spreading the message outside of the Church community. 

This campaign is designed to reach a broader demographic, targeting 35-50 year old females. 

The cross platform campaign includes; short teaser videos (20-40 seconds);  full-length promotional videos (1-1:30 minute); radio adverts (30 seconds); podcasts and social media posts. 

These short clips are an introduction into the full length videos, designed to pique interest in Support A Family.

They are also designed to be easily shared on social media, and to hook our target audience into following the links to the CMM website, and to other video content.

They're largely 'teasers' to the full-length videos, but also show both sides of the Support A Family campaign- showing both sponsors and recipients of the initiative. 

These were created to show why people get involved in Support A Family, and that they are ordinary people just like 'you'.

The people featured in these videos were chosen as they fit within our target demographic,35-50 year old females, who are family oriented. 

Each interviewee discusses what the campaign means to them and their families on a personal level, with the intention of encouraging others to get involved. 

These radio advertisements are aimed at 35-50 year old, family oriented females. Using universally recognised Christmas themes, we hope that children may also recognise the messaging and ask their parents to get involved.

Each advert has a different approach, so they can be played at different times leading up to the Christmas period, while reiterating the 'Share the Love' theme. 

Two of the adverts follow a similar format which describes a shopping list- whereby the listener is  planning for Christmas, and is motivated to with purchase a few extra items that can be donated.

One advert details the joy of Christmas and how donating to Support A Family is equally as fulfilling as receiving a package- and how everyone can experience the Christmas Cheer.

The final advert is a play on Santas' helpers, and is designed to be heard by children in the car with their mum or dad. It uses language such as 'elves' and 'helpers' like a parent might explain to a child, and we hope children will encourage their parents to get involved. 

In support of the video content, are two in-depth podcasts to be posted on the CMM website, and to give more context to Support A Family and the Mission.

Episode one is an introduction to CMM's initiatives and how they aim to make a difference to all those who help.

Episode two is more focussed on Support a Family, and what it means to both sponsors and recipients of the initiative- showcasing 'both sides of the coin'. 

These podcasts aim to provide more context on what Support A Family does for families on the giving and receiving end of the campaign, and gives people who view the videos more information.

They will act as testimonials for Support A Family to those browsing on the CMM website. 

The social media content was created to engage with our target demographic of 35-50 year old women. It was designed to be easily shareable, to evoke a "warm fuzzy" feeling, and raise awareness of CMM and Support A Family. 

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As part of a multimedia publicity roll out, we identified three key angles and three media outlets that would best suit each narrative.

These are; The Press, More FM and Avenues Magazine. 

The Press- They have previously featured CMM's work, and aims to provide an informative summary of Support A Family following the 'WWWH' formula.

More FM- Short bulletins on their 'Community Notices' which will be aired across More FM, Magic, The Breeze. 

Avenues- Incentivising their reader audience to get involved with Support A Family based on testimonials from other supporters. 

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The media plan is designed to provide a schedule for posting content within the six week campaign. 

The plan also justifies the order of scheduling to optimise engagement. 

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