Beyond Blue: 2024 Tax Appeal – “You Matter”

Reconnecting Through Real Stories

Beyond Blue’s Appeals were facing a challenge. Fundraising wasn’t growing at the pace Beyond Blue believed it could. Partnering with ntegrity, we delved deep into why donations weren’t matching the brand’s trust. The answer lay in crafting a narrative that connected with donors, designing channel-specific creative, and pressing into digital to unlock new growth.

So for Tax Appeal 2024, Beyond Blue introduced Carina’s story—a real story of a young mother battling isolation and depression calling it the “You Matter” campaign.

Carina’s Story: A Powerful Reflection of Loneliness

Beyond Blue and ntegrity decided to tell a story that would connect on a human level. We chose Carina’s story. After having her son, Carina felt isolated and overwhelmed, especially when her husband was deployed with the Australian Army. She didn’t know who to turn to and felt incredibly alone. Her story wasn’t unique—thousands of Australians face similar feelings of loneliness, which can often lead to anxiety and depression.

We brought Carina’s story to life across multiple channels:

• Direct Mail: A heartfelt letter that placed Carina at the centre, sharing her journey and showing donors how much their support means.

• Digital Platforms: Videos and animations that illustrated the feeling of disappearing into loneliness. In one compelling piece, Carina gradually faded from a family photograph, symbolising how isolation can make someone feel unseen.

• Email Campaigns: Regular emails that kept donors engaged, sharing success stories and reminding them of the ongoing need for support.

• We also introduced a matched giving component, where donations were doubled for a limited time. This added urgency and encouraged people to give, knowing their impact would be even greater.