Challenge

9000 Western Australians experiencing homelessness will face cold winter nights.

Inspiration

The campaign uses the premise of ‘temperature contagion’ – a scientific phenomenon where people unknowingly cool their own body temperature by up to 1-degree when seeing or hearing someone who is suffering from the cold.

Idea

A winter appeal ad that actually makes listeners feel the cold.

Wunderman Thompson Perth, put Liam Graham into a commercial freezer and saw his body temperature drop to just 33.7 degrees before recording the spots.

Anglicare The Cold Campaign
We’re so pleased to partner with Wunderman Thompson and some great local talent for this year’s Anglicare WA Winter Appeal. Their brilliant creatives have developed a cutting-edge campaign designed to engage the audience and prompt an empathetic response towards those experiencing homelessness

Mark Glasson

Anglicare WA CEO

Go behind the scenes

Anglicare BTS of The Cold Campaign

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