Work

ANZ: Seeds of Renewal

Year: 2017

Group project:

Lee Lee Wong, Lewis Parsons, June Soo

Background

The ANZ Seeds of Renewal Program has been running since 2003, demonstrates ANZ’s belief in vibrant, sustainable rural communities, to ensure the ongoing prosperity of regional Australia. The basics for the program are a) vibrant community, b) a diverse and inclusive community, c) strong social capital. Together these are the keys to a participatory community for the improving life. The further development of sustainable communities build on such aspects to innovate, expand and create opportunities that will eventually deliver demonstrable medium-to-long-term economic benefit to the community, contributing to economic sustainability. Through the Seeds of Renewal program, ANZ commits $250,000 which is distributed through grants of up to $15,000 to community organisations for projects that will help their community thrive.

Technology company, Lenovo supporting this program with the donations of IT equipments to eligible community projects, giving applicants the chance to apply for laptops or tablets instead of monetary grants. Applicants do not need to go through mundane, time-consuming application process to get the grant. After making sure they are within the guidelines, they can apply for the program through online application, without the hustle going from their home to ANZ branches probably 100 km away. ANZ will cover the rest, including selecting recipients and giving out the grant.

Since the start of the program in 2003, ANZ has helped 779 community groups to achieve their goals, investing a total of 4.3 million. ANZ also cooperated with technology company, Lenovo, to donate IT equipments for the applicants to choose laptop or tablets instead of a monetary grant.

Creative brief

Agricultural is considered as the fundamental occupation in rural area, as majority of the population is mainly engaged in agriculture, working as farmers. Other than agriculture, some farmers participate in secondary production like wine making, or other commercial activities such as opening their farms for the public. Farmers are thought to be living in poor living conditions that they have no Internet connection, lack of entertainment etc. But actually, the work of these farmers are critical to the municipal life of us. They provide us with the basic need for survival - food. Without them, we would be starving as the farmers basically is feeding us.

In contrast, we are living in the metropolitan with supple resources from the rural area. We neither lack of entertainment, nor need to go far away just to get groceries. While the farmers work hard to support our survival, we do not spend much time appreciating the work of our farmers. Instead, we take our everyday groceries as granted.

This advertisement campaign is essential in following reasons:

a) To promote brand awareness by letting the stakeholders acknowledge our involvement in supporting regional rural areas especially to Australia regional area.

b) To change and enhance the brand perception to the stakeholders.

c) To educate ANZ staff on this program and so whenever someone walked into any local branch, they could have their questions answered.