Cannes Young Lions Winner

Having followed the incredible work that comes out of Young Lions for some time, I was thrilled to enter the competition with a creative copywriter in 2023. Over the course of a weekend we received and responded to a live brief for an organisation named SpringBoard, a children’s charity who were set on receiving a print campaign that would help them reach their goal of massing 1000 donors to pledge $10 each per month.

SpringBoard believed the power behind their organisation was the positivity of their mission and, unlike conventional charity campaigns, wanted to lean away from any sense of negativity or shock value. Additionally, they refused to consider any pitches which included imagery of children, as they believed that all children had the right to privacy and protection.

The unique requirements of this brief demanded a creative solution which went beyond the status-quo, championing proven positive impacts over knee-jerk guilt tactics. We fell in love with this challenge and set to work crafting a story which demonstrated the impact that repeated $10 donations can have over time, told with vulnerability from the perspective of a young voice within the program. We obsessed over every word and crafted a deliberate sense of rhythm in copy and design which resulted in a soft-spoken air of suspense and honesty which we felt demanded attention.