Impact Area
Health
Services
Brand Strategy
Campaign Design
Brand Guidelines
Fundraising
Photography
The Alfred is one of Australia’s busiest emergency and trauma centres, and home to the country’s largest intensive care unit. Its annual Father’s Day Appeal asks Victorians to donate to critical care and services for dads and their families when they need it most.
The campaign, Give4Life, saw every donation multiplied four times by generous supporters – making it critical that as many people take action as possible. The campaign’s goal was to raise $1 million. This figure was exceeded by $1.2 million.
The identity complements the Alfred brand and the blue from the brand of the major donor, Bulla. The logo draws on the love and gratitude so many Victorians have for The Alfred and the life-saving care it provides. The campaign rollout included a comprehensive brand guide, visual identity, posters, flags, digital ads, posters and billboards.
We collaborated with photographer Adrian Lander to photograph people who have had significant relationships with the hospital for life-saving, transformative surgeries.
