New brand campaign highlights the work of the Benevolent Society

The Benevolent Society has launched an innovative and uplifting new brand campaign to build awareness for its integrated support services.

The Society’s tagline ‘Your Life.Your Way’ has been captured in the new campaign, designed and developed by multi-award-winning agency Jack Nimble, which showcases “the positive and optimistic approach embodied by the organisation”.

The Benevolent Society, established in 1813, is an independent charity which provides integrated support services to children, young people and families, people with disability, the aging, and carers.

Capturing the essence of the organisation was a core focus of the campaign, explained Lisa Hresc, Director of Communications and Engagement at The Benevolent Society, noting that as well as highlighting the services and supports available to those in need and the value placed on each person’s story and their goals, the campaign shows the Society’s positive and strength based approach. 

“It positions us as a contemporary option for people looking for excellent and innovative disability care, aged and home care and child/family services,” she said. 

The print and digital campaign focuses on The Benevolent Society’s three main services and builds on the organisation’s existing tagline ‘Your Life. Your Way’, extending it as follows:

• Aged and Home Care: My Moves. My Way. Aged and Home Care Services that groove.
• Child, Youth and Family: My Family. My Way. Family Services that foster connections.
• Disability: My Tunes. My Way. Disability Services that rock.

Lin Hatfield Dodds, CEO of The Benevolent Society, said the campaign reflected the future of the organisation, cementing its reputation as innovators and showcasing its “unwavering commitment to meeting people at their point of need”.

The Benevolent Society began working with Jack Nimble in 2022, collaborating on brand strategy, creative assets and casting which reflected diversity, authenticity and lived experience.

“We are incredibly proud of this work, and even prouder of the people and processes behind it,” said Angus Mullane, Executive Producer and Co-Founder at Jack Nimble. 

The omni-channel campaign is now live across television, digital and print.

For more information about The Benevolent Society, please see here.