Home Campaigns Ad of the Week Huskies Create Hard-Hitting Campaign for St. Vincent de Paul

Huskies Create Hard-Hitting Campaign for St. Vincent de Paul

With the ongoing pandemic wreaking havoc on the finances of many Irish charities, St. Vincent de Paul (SVP) has launched its annual appeal with a new campaign created by In the Company of Huskies.

SVP is Ireland’s largest charity and it receives more than 150,000 calls each year, usually from people in need of food. Due to unprecedented economic circumstances in 2020, this number has grown substantially this year.

The campaign highlights the situation faced by many families who live below the poverty line. Already stretched households will face difficult decisions this winter. ‘Impossible Choices’ reminds us that there are families that are often faced with having to choose between food and heating or giving their children presents. The campaign includes a 30″ TVC, outdoor, digital and activations.

In the Company of Huskies, which has worked with SVP since 2015, was tasked with finding new ways to create additional income streams outside of the traditional methods.

As physical visits to people’s homes are curtailed, the ability to deliver food hampers or toys is limited, so SVP wanted to make it easier to donate virtual toys and food this Christmas.

To do this, the second part of the campaign which has already launched, Huskies, in partnership with its client Smurfit Kappa and BWG, have created the ‘Empty Toy Box Appeal’ and ‘Empty Plate Appeal’. For every empty toy box and plate bought, a donation will go towards ensuring a child will have what they need this Christmas.

According to Nichola Mullen, head of fundraising at SVP: “Our helpline rings every day with a variety of requests for help – those with bare cupboards, to families struggling with heating their homes. We know we face a very challenging winter this year with more requests for help and less access to our  traditional ways to fundraise.”

“We needed creative solutions to overcome these issues and an emotive campaign to drive donations. Huskies delivered on all fronts. The campaign shows the public the harsh realities of poverty. Christmas is not the same for everyone, but with donations we can help people feel safe and warm at this special time of year,” she says.

Cillian Kenny, creative at Huskies adds:  “At Christmas, we all face many choices. Whether it’s what presents to buy or what food to serve for Christmas dinner. But many families living below the poverty line will face impossible choices like deciding between whether to pay for heating or put food on the table, or buy Christmas presents for their children. With this campaign we wanted to highlight this struggle and remind donors that they can help. We would also like to thank our clients Smurfit Kappa and BWG for coming on board to support the important work that SVP do at Christmas.”

The SVP’s annual appeal is a nationwide campaign that will run over the next six weeks on TV, radio, press, OOH, and digital.


Agency: In the Company of Huskies

Creative Director, Damian Hanley
Business Director, Nessa Van Rooyen
Senior Account Manager, Fiona Cunniffe
Art Director, Greg Colley
Copywriter, Cillian Kenny
Producer, Brian Daly
Head of Design, Chris Flynn
Designer, Emily Blaney

Client: St. Vincent de Paul

SVP National President, Rose McGowan
SVP Head of Fundraising, Nichola Mullen
SVP Donor Development Lead, Daniel Alvey
SVP National Secretary, Andy Heffernan
SVP Fundraising team, Deirdre Mullen
SVP Fundraising team, Aoife McKiernan

Production: Motherland

Director, Ellius Grace
Executive Producer, Ross Killeen
Producer, Keith Bradley, Aaron McEnaney
DP, JJ Rolfe
Editor, Laura Briggs
Graphics John O’Hagen
Casting: Katy @Ali Coffey Casting
Location: Banba Toymaster, Mary St.
Production Design: Kate Moylan, Hannah McAteer

Grading: Screenscene

Grade, Donal O’Kane

Post-Production: Sound

Music, John Walsh
Sound, Mark Richards @ Mutiny
Agency Music Producer: Ciarán Walsh

Photography: Liam Murphy Photography

Photographer, Liam Murphy


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