This document outlines a proposed campaign called "The Magenta Scarf Pledge" to acquire new regular donors for Mission Australia. It aims to turn empathy for those experiencing homelessness into action by creating a cultural symbol of motherhood and resilience. The campaign centers around distributing illustrated magenta scarves that celebrate mothers in need of help and act as a teaching tool. It will launch in August 2019 to raise awareness and prompt regular donations through digital channels and social media to support Mission Australia's services. The goal is to acquire 6,000 new monthly donors and inspire continued giving through an ongoing acquisition campaign.

1. ‘The magenta scarf pledge’
‘The magenta scarf pledge’

2. THE ISSUE: Every night 116k+ Australians experience homelessness, with
women & children being at the greatest risk & most vulnerable
BACKGROUND
* Insights Magazine - by Uniting Church of Australia (15 April 2019),
Source: Mission Australia Brand Guidelines - Abridged
^2016-2017 recipients of specialist homelessness services
MARKETING STATE OF PLAY
New givers are a priority: Acquiring new online regular givers ($30) is crucial
to ‘fill the pot up’ in preparation for peak attrition periods (post X-mas & tax
time). Retaining existing regular givers has proved challenging in the past.
Awareness: Recent Mission Australia ATL bursts have raised mass
awareness & mythbusted stereotypes by showing the trauma of
homelessness (NSW/SYD focus)
MISSION
Ultimate outcome in
helping Australians in
need achieve
independence.
VALUES
Compassion, Integrity,
Respect, Perseverance
and Celebration
MISSION AUSTRALIA’S APPROACH
● Long term approaches, not quick fixes or handouts
(‘hand ups’ are better)
● Expertise in delivering services & solutions across
Community, Employment, Housing, and Early
Learning
● 160yr+ history with Christian roots
“Women and children are at the
greatest risk of homelessness as a
result of domestic and family violence.
As a society, we need to be doing more
to reinforce gender equality and
normalise respectful relationships to
reduce instances of domestic and
family violence across Australia.”
- James Toomey, CEO Mission
Australia

3. AUDIENCE
MEDIA HABITS:
Over-indexes on social media
(7hrs+ per week - largely FB),
plus streaming video/TV
TARGET: Gen X Australian women (40yrs+) in medium/high SES areas.
Their identity is strongest as busy working mums - their kids’ protector
Source: WGSN 2018 - Gen X: Maximising Me Time, WGSN 2018 - Understanding Gen Z Digital Behaviour, WGSN2018 - Gen X Nostalgia, WGSN 2017 -
Gen X Midlife Purpose, Oct 17 - Roy Morgan Data
ATTITUDES
‘Nothing is permanent, nothing
is absolute’
LIFE PRIORITIES
87% believe that ‘family is the
most important thing in my life’

4. CORE PROBLEM
‘I EMPATHISE BUT
CAN’T CONNECT’
Knowing and empathising
about the issue not enough to
drive action
‘IT CAN FEEL TOO BIG
AND SAD TO SOLVE’
Note: the academic term for this is
‘Discount Hierarchy’ (Peg
Flandreau West, phd - 1989)
‘$30+ A MONTH IS A
BIG ASK’
I need more than a simple
‘thanks’ to see value in long
term giving
THE CHALLENGE
For women who’ve never experienced homelessness, make it feel
closer to their home and heart - and one they can do something about.
Mission Australia’s advertising efforts have successfully
mythbusted homelessness & raised mass empathy. But for
potential givers, 3 key barriers remain:
Responses from interview with target audience women: Emma T (40yrs), Krys P (55yrs+), Muntana K (57yrs)

5. STRATEGY / OPPORTUNITY
Turn empathy into action:
> Build a bridge between donor mums and families experiencing
homelessness by what they have in common - motherhood.
> Build a cultural symbol that celebrates the resilience of mums doing it
tough, ‘mums lifting up other mums’
> Social/Digital first - easy path to online giving
INSIGHT
‘A mum’s instinct is to protect and shelter.
But sometimes, mums need more help than they let on.’
INSIGHT & OPPORTUNITY

6. THE SIMPLE IDEA
‘THE MAGENTA SCARF
PLEDGE’
A digital, social & PR-led campaign built around
a symbol of positive community action - a
magenta scarf.
A symbol of support for mums and families
experiencing homelessness & moving towards
independence - in the same colour as the ‘US’
in Mission Australia.
Designed in partnership with a major
retailer in Australia & distributed through their
‘click and collect’ channels - e.g. MYER or
David Jones.
Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014, The Depaul Box Company: Don't raise money, make money

7. HOW IT WORKS
THE SIMPLE IDEA
A GESTURE OF
THANKS FOR
REGULAR GIVING
People who donate $30
monthly can opt to receive
a ‘Magenta scarf’ to
support the cause.
WHEN NOT WORN &
UNFOLDED…
The scarf is an illustrated &
simple teaching tool for mums
to explain the experience of
homelessness to kids.
WHEN WORN - IT’S A
SYMBOL
In ‘URL’ or ‘IRL’
environments - it’s a
symbol of solidarity for
kids/mums experiencing
homelessness, and moving
to independence

8. CAMPAIGN TIMINGS
The campaign will be rolled out in 2 layers:
1. AWARENESS LAYER (LAUNCH)
“Launch the pledge in August”
● Dates: 4 August - 30 August 2019
(upweight during homelessness week)
● Objective: Awareness & consideration
● Key message: ‘Together with Mission Australia, I
can inspire positive action against homelessness’
2. ACQUISITION (ALWAYS ON)
“Prompt consideration & sign-ups through the year”
● Dates: 1 Sept 2019 - 31 July 2020
(upweights pre-Xmas & pre-Tax)
● Objective: Conversion, consideration
● Key message: ‘It’s worthwhile investing in mums
doing it tough - with a regular giving plan to Mission
Australia’
AGENCY TASK
Help Mission Australia create the symbol & the
surrounding awareness & acquisition campaign
● Scarf design + social storytelling:
design the illustrated scarf so it celebrates
mums doing it tough, but is also a teaching
tool for kids
● Campaign: Build & launch an awareness
& acquisition campaign to support signups
during Mission Australia’s key giving
periods & existing TVC bursts
THE CAMPAIGN

9. SUCCESS METRICS
Awareness & PR metrics
● 20% SOV during Homelessness Week
● 100K+ opportunities to see
● $50K+ earned media
Donation outcomes
● 60K+ unique visitors to signup form
● 6K+ signups of regular givers (Direct Debit
or Credit Card)
● $30 month minimum gift value
● Key donor details captured
MANDATORIES
● TOV: Conversational, confident, inspiring
● Be inclusive & diverse - consider and
respect Mission Australia’s Christian roots
● Avoid stereotypes about homelessness
● Maintain the integrity of those receiving
Mission Australia’s services
● Digital user experience must inspire
confidence that the sign up process is safe
and secure^
CAMPAIGN CRITERIA
MEDIADELIVERABLES & BUDGET
Budget Deliverable
Production / Set up costs - $30K inc GST
$20K
Scarf - Design, print & delivery to partner retailer locations
(9K units @ $2.20 CPU)
$5K
Social assets - ‘Magenta scarf’ stories, TVC cutdowns,
hypereel, GIFs, seasonal content
$2K PR & Content assets
$2K 3x eDMs (lapsed giver; current regular givers; prospects))
Funnel optimisations
$1K
- Change donation toggle default to ‘Monthly’ not ‘One off’
- App form updates to include ‘scarf’ order checkboxes
Media costs - August Launch (Homelessness week)
$7K + Organic
Social - FB/Insta video & leads ad units, (FB &
Instagram)
$0K (Contra)
Influencer/Ambassador support & appearances
(inc. existing Mission Australia ambassadors - e.g. Mahalia
Barnes, Prinnie Stevens + key ‘Aussie mum’ personalities)
$5K + Contra
PR + Content partnerships
(Mamma Mia, Retail partner channels - e.g. MYER/DJs)
$3K SEM, Retargeting display & database eDMs
SETUPCOSTSAUGUST
Monthly Media ‘Always on’ - seasonally adjusted
$10K + contra
(monthly)
Peak season: upweight in Xmas lead up (Nov/Dec); EOFY
(Jun/Jul) + TVC bursts (assumes this is a separate budget)
BAUAWARENESS
^of target audience: 22% ‘I feel comfortable giving
my credit card details over the internet’;73% ‘I’m
worried about invasion of my privacy through new
technology Source: Mission Australia, Oct 17 - Roy
Morgan

10. WHY THIS IDEA WILL WORK
Wired to copy others and follow societal norms, especially when unsure what to do or time-pressured, ultimately
desire to show society we are altruistic people
A PLATFORM FOR ONGOING ENGAGEMENT & COMMITMENT
A positive and unifying
symbol that Mission
Australia can own
A simple visual hook built
for social & digital -
enables seamless path
to online commitment
Supercharges the
perceived value of
regular giving to Mission
Australia
A low cost & repeatable
platform - can work
beyond 2019
Works well as a PR hook
- influencers and
ambassadors
Dual benefit to care -
provides mums a
teachable moment for
their kids
Source: How BE is nudging us to be a more giving society, The Behavioural Architects, August 2017