WELCOME

The Brief

Catriona

Hay

The Client

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International

loneliness is

recognised as an

emerging public

health issue.

The Brief

Raise awareness about loneliness in Australia and encourage people

to be more willing and able to engage with others around them.

Health Risks

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Older People

• Half a million older people go at leastfive or six days a week withoutseeing or speaking to anyone at all(Age UK 2016, No-one should haveno one).

• Two fifths all older people (about 3.9million) say the television is theirmain company (Age, U.K., 2014.Evidence Review: Loneliness in LaterLife. London: Age UK).

• There are over 2.2 million peopleaged 75 and over living alone inGreat Britain, an increase of almost aquarter (24%) over the past 20 years(ONS).

All Ages

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The Challenge

Although there has been increasing

awareness for mental health issues,

we need to really bring the issue of

loneliness into frame because it’s

easy, sometimes a simple act of

kindness, to make a real difference

in someone’s life.

1. Increase awareness for the issue of loneliness in Australia

2. Surface positive stories of Australians reaching out to others

around them who may be experiencing loneliness

3. Prevent an increase in the number of people experiencing

loneliness in Australia in the next national survey

Objectives

Insight

Loneliness is widespread,

but it can be very easily

disposed of with just a few

quick words and actions.

It’s very susceptible to a

“pay it forward” type model

of kindness.

The Details

Budget

$500,000

SubmissionMax 10 slides

(1,500 words)

Deadline Fri 29 Mar

Judging10% clarity of brief

40% strategy

25% overall concept

25% effectiveness

Nathan Kwok &

Jill Harmon

2018 Winners

In ten minutes.

Nate Kwok Jill Harmon

We gave it a shot… We made it to Cannes… “Holy s*** we won bronze”

Find a great partner.

Find your super power.

Get inspired.

Know your human.

Build your “war room”.

Sit in the mess.

(but don’t get too stuck – take a break!)

Come back to the brief.

Keep it simple.

(like really simple)

You’ve honed a skill – use it.

Have fun.

(this is a cliché for a reason)

( We’re rooting for you! )

Give us a shout:nathan.kwok@cba.com.aujill.harmon@cba.com.au

(or find us on linkedin)

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