Smith Family: Little letters

A child asking for help is more powerful than an adult or organisation asking for help. And a child saying thank you for giving them a chance in life is so heart-warming and disarming it’s impossible to ignore. With this in mind, we put children’s voices centre stage. We launched a series of print and digital ads featuring funny, sweet, touching, universally relatable, and surprisingly wise messages from sponsored children. By showing examples of how The Smith Family helps change the course of a child’s life in a way people want to engage with, this campaign succeeded in disarming the target audience and overcoming their barriers to sponsoring a child.