One in four working Australians were described as the ‘New Vulnerable’ during the COVID-19 pandemic – this means having hours of work or pay cut, being made redundant, stood down temporarily or having business slow or even stop. Household Relief provides loans without interest for rent and bills in collaboration with Good Shepherd and the Australian Government.

We created a campaign that places this important message of financial relief for household expenses front and centre. In times of rapid social change the campaign works to target those most adversely impacted, particularly lower income groups where 57 per cent have suffered negative changes to their employment due to the pandemic.

Our creative approach needed to be easily understood by culturally and linguistically diverse communities, acknowledging that many people may not have previously experienced financial vulnerability and are not accustomed to accessing financial assistance. The creative tone is friendly and direct, purposefully driving financial relief to the newly vulnerable within our communities.