Tag: advertising

South Sudanese Health Matters Inc.

Posted on by Alex Wales

 

South Sudanese Health Matters Inc.

Building a campaign to help build a healthcare future

 

The brief

South Sudanese Health Matters Inc. (SSHMI) approached Barefruit with an ambitious vision: create a compelling campaign that would inspire Australians to support the construction of a much-needed primary healthcare clinic in Lou Ariik, South Sudan.

The campaign needed to educate people about the reality faced by families living without access to basic healthcare, build trust with potential donors, and provide the organisation with a suite of professional marketing assets that could be used consistently across digital channels.

The challenge was balancing the emotional impact of the story with a clear, professional fundraising strategy that encouraged action.

Our response

Working closely with the SSHMI team, Barefruit developed the creative strategy and campaign assets for the Together We Build fundraising campaign.
Rather than producing standalone marketing pieces, we created an integrated campaign designed to take supporters on a journey—from discovering the cause, to understanding the need, to ultimately making a donation.

Every touchpoint was designed with a consistent visual identity, compelling storytelling and a clear call to action.

The fruits

Landing Page
The campaign landing page became the central hub of the fundraising campaign.
Designed to educate, engage and convert, the page combined powerful storytelling with imagery, impact statistics, campaign milestones and a simple donation pathway.
The user experience was carefully structured to answer key questions, build credibility and encourage supporters to contribute towards the construction of the healthcare clinic.

Presentation Deck
To help SSHMI present the project to corporate partners, community organisations and potential major donors, Barefruit designed a professional presentation deck that clearly communicated:

  • The healthcare challenges facing the Lou Ariik community
  • The vision for the clinic
  • Community impact
  • Project timelines
  • Sponsorship opportunities
  • Ways organisations could become involved

The presentation became an important fundraising tool that could be adapted for meetings, events and partnership discussions.

Campaign Flyer
To support both digital and face-to-face fundraising, we designed a campaign flyer that distilled the campaign into an easy-to-understand format.

The flyer highlighted:

  • Why the clinic is urgently needed
  • The impact donations would make
  • Key campaign messages
  • Donation information
  • QR code directing supporters to the campaign landing page

This provided SSHMI with a versatile resource for community events, networking opportunities and stakeholder meetings.

Organic Social Media
Storytelling sat at the heart of the organic social strategy.
Rather than simply asking for donations, the content focused on sharing authentic stories from the community, introducing supporters to the people behind the campaign and demonstrating the real impact improved healthcare could have.

The content plan included:

  • Campaign launch content
  • Community stories
  • Founder insights
  • Impact statistics
  • Educational posts
  • Donation reminders
  • Campaign milestone updates

This approach helped build awareness, trust and an engaged online community around the campaign.

Paid Social Campaigns
To extend the campaign beyond existing supporters, Barefruit developed and managed paid Meta campaigns focused on awareness, website traffic and fundraising. Creative assets were developed specifically for paid advertising, combining emotive imagery, concise messaging and strong calls to action designed to encourage users to learn more and support the campaign. Audience targeting focused on reaching people most likely to engage with humanitarian causes while continually optimising creative performance throughout the campaign.

The outcome

Together We Build delivered a cohesive campaign that provided South Sudanese Health Matters Inc. with the professional marketing foundation needed to launch and promote one of its most significant fundraising initiatives.

By combining strategic messaging, purposeful design and an integrated digital approach, the organisation now has a suite of campaign assets that can continue supporting awareness, fundraising and partnership opportunities as the project progresses.

Most importantly, the campaign helped transform a powerful vision into a story that people could connect with—and one they could become part of.

 

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    Northern NSW Academic Health Alliance

    Posted on by Alex Wales

     

    Northern NSW Academic Health Alliance

    Branding & Website 

     

    The brief

    The Northern NSW Academic Health Alliance brings together Griffith University, Southern Cross University, Bond University, TAFE NSW and the Northern NSW Local Health District. Originally, the Alliance had no identity of its own — just a crowded lock-up of all five partner logos next to a simple rendering of the name. With five organisations to represent, the challenge was giving the Alliance its own identity without competing with the partners it's built on.

    Our response

    We developed a brand identity with its own unique lock-up — one that holds its own alongside all five partner logos rather than competing with them. We also created a strapline that captures the essence of the Alliance: Building healthier communities through education and research.

    To bring the brand to life, we ran a content shoot at the Alliance's new home, and designed and built a new website to give the Alliance its own front door to the community.

    The fruits

    Brand identity for Northern NSW Academic Health Alliance
    We created a unique identity that captures the diversity of what the Northern NSW Academic Health Alliance offer.

    Content Shoot
    We produced a series of location video shots of the building including internal office space photography as content for the website.

    Wesbite design and development
    Full custom UX and UI design tailored to their new branding.

     

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      Northern Rivers Rail Trail

      Posted on by Alex Wales

       

      Northern Rivers Rail Trail Supporters Campaign

      "LINK THE PLACES WE LOVE"
      Building Community Momentum for the Trail Completion

       

      Northern Rivers Rail Trail Supporters Campaign

      The brief

      The Northern Rivers Rail Trail Supporters campaign needed to build community awareness and advocacy for completing the Rail Trail, generating public support for the project while growing a supporter base that could be mobilised for future advocacy, including the lead-up to the March 2027 State Election.

      Our response

      We delivered an integrated marketing campaign spanning organic social media, paid social advertising, public relations, email marketing and out-of-home advertising. The strategy combined community-focused storytelling, local business voices, economic impact and campaign milestones, with targeted paid activity across the Northern Rivers, South-East Queensland and the Mid North Coast to drive petition sign-ups and grow the supporter database.

      Performance

      Following the implementation of the new strategy and marketing assets:

      • Paid social: 134,150 impressions, 64,219 people reached, 4,383 website clicks, 3.27% CTR and $0.27 CPC — outperforming tourism industry benchmarks (2.29% CTR, $0.70 CPC)
      • Organic social: 513,037 views, 33,768 engagements and 321 net new followers
      • Email: 21.9% average open rate and 6.5% average click rate across 17 sends
      • Out of home: 588,035 plays across 29 panels, plus a free billboard placement generating a further 9,414 plays
      • Total media value: $80,000–$100,000 delivered against $11,440 in media investment

       

      Outcome

      The campaign successfully established strong awareness of the Rail Trail across the Northern Rivers and beyond, while building a highly engaged, substantially larger supporter community. With proven creative assets, audience insights and a strong public support base now in place, the campaign is well positioned to maintain "always-on" momentum through Phase Two and scale activity ahead of the March 2027 State Election.

       

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        Rous Council | Nip weeds in the bud

        Posted on by Alex Wales

         

        Rous Council
        Nip weeds in the bud

        A regional weed awareness campaign targeting Landowners

         

        The brief

        Rous County Council is the local authority responsible for weed biosecurity across the Northern Rivers, managing an area of more than 10,000km². While Rous actively targets high-priority weeds, responsibility for controlling common invasive weeds sits with individual landowners, and many weren't aware this was a legal biosecurity duty.

        Left unmanaged, these weeds spread quickly via machinery, livestock, and natural vectors, threatening biodiversity, agriculture, and neighbouring properties across the region.

        Rous needed a campaign that would:

        • Encourage landowners to proactively control common weeds on their land, in line with best-practice advice
        • Build awareness of landowners' biosecurity duty
        • Continue to drive reporting of high-priority weeds to Rous
        • Sit within Rous' existing brand while giving them a fresh, ownable creative direction for the campaign

        Our response

        Barefruit developed "Nip Weeds in the Bud", an original tagline and creative platform built around a simple, well-known phrase that lands immediately with a farming and landowner audience. It's clear, actionable, and empowering rather than judgemental, turning a compliance message into a call to action.

        Around this idea, we built an integrated mixed-media campaign:

        • A new visual style for Rous: Flat, clean illustration vector artwork using Rous' existing brand colours, giving the council a distinctive, owneable look that hadn't been used in their comms before
        • Animated video: Scripted and storyboarded as a 20 second cause-and-effect story: a single weed taking hold, spreading to neighbouring land, and the simple, satisfying action of dealing with it early, for use across Socails and YouTube bumpers
        • Print advertising: Northern Rivers Times half-page placements
        • Digital display advertising: A full suite of Google HTML Adverts, sizes (300x600, 300x250, 970x250, 728x90, 320x50, 320x100) for maximum reach across placements
        • TV / BVOD: Locally targeted to reach landowners in the region
        • Radio: A 30-second script with a calm, conversational Australian voiceover, timed sound design (birdsong through to an "ominous overgrowth" effect), and a considered music brief to keep the tone community-focused rather than alarmist

        Every asset carried the same message: weeds don't stop at the fence line, early action protects your land, your neighbours, and the wider Northern Rivers environment.

        Print Ads

        Tri fold brochures

        Google Ads

        The Fruits

        Following launch, the "Nip Weeds in the Bud" campaign delivered strong results across the board, with clear, distinct wins for each channel in the mix.

        Overall reach & spend

        • 1.65M+ impressions across Google and YouTube channels
        • 91,607 total clicks/engagements, at a blended average of just $0.09 per click
        • 20 direct conversions, 19 phone calls and 1 weed report submission, turning awareness into genuine landowner action

        Channel performance

        • Google Display was the standout for reach and cost-efficiency, 796,226 impressions across March and April at just $0.20 per link click, well below industry average, with a healthy 0.98% CTR
        • Search & Performance Max were the highest-intent channels of the campaign, generating 299,871 impressions and 2,832 link clicks, and delivering 100% of the campaign's direct conversions. Paid Search users spent an average of 30 seconds on the landing page, confirming strong alignment between targeting and audience intent
        • YouTube bumper ads were served 159,933 times at $0.05 per click, with 72.69% of viewers watching at least the first quarter, proof the story hooked attention early
        • Demand Gen delivered the strongest CTR of any display-format placement, confirming precise, relevant audience targeting
        • Radio (2LM) and print (Northern Rivers Times) extended reach into the farming community through March and April, reinforcing the message with a trusted, local touch

        The takeaway

        The channel mix did exactly what it was designed to do: Display and YouTube built broad, cost-effective awareness, while Search and Performance Max, the highest-intent channels, converted that awareness into real landowner action, with Radio and print reinforcing the message across the wider farming community.

        The campaign successfully raised awareness of priority weeds across the Northern Rivers, delivering a strong reach, engagement, and cost-efficient results that drove meaningful community interaction

         

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          Discovery One | Building a Premium Brand Presence

          Posted on by Alex Wales

           

          Discovery One

          Building a Premium Brand Presence

           

          Discovery One in the Kimberley

          The brief

          Discovery One wanted to elevate its brand and create a more consistent marketing presence across digital and print. The goal was to position the business as a premium Kimberley cruise operator while showcasing its unique small-group experiences and more than 25 years of local expertise.

          Our response

          We developed a suite of marketing assets to create a cohesive brand experience across the customer journey. This included an organic social media strategy, a high-converting landing page to generate enquiries, and a premium 20-page cruise brochure to support sales and trade activity. Together, these assets established a consistent visual identity, messaging framework and user experience that reflected the quality of the Discovery One experience.

          The results

          • Developed an organic social media strategy, including content pillars, tone of voice and visual direction.
          • Designed a suite of branded social media templates to ensure consistent, engaging content.
          • Created a lead-generation landing page focused on driving brochure downloads and customer enquiries.
          • Designed a premium 20-page cruise brochure showcasing itineraries, onboard experiences and the breathtaking beauty of the Kimberley.
          • Refined the brand's messaging and visual storytelling to deliver a seamless experience across digital and print.

          Performance

          Following the implementation of the new strategy and marketing assets:

          • Facebook: Total views increased by 47.5% to 732,400, website link clicks grew by 86% to 7,600, content interactions increased by 97%, and the page gained 64 new followers.
          • Instagram: We launched a brand-new account in March, which generated 13,400 views, reached 10,800 accounts, and drove 113 profile visits within its first few weeks.

           

          Outcome

          Discovery One now has a cohesive marketing ecosystem that supports every stage of the customer journey, from inspiring prospective travellers through social media, to capturing leads via a dedicated landing page, and converting interest with a premium brochure. Together, these assets have strengthened the brand's market presence, improved engagement, increased website traffic, and positioned Discovery One as a trusted, premium Kimberley cruise operator.

           

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            Friends of the Koala | Protecting Koalas: It Takes All of Us

            Posted on by Alex Wales

             

            Friends of the Koala

            Protecting Koalas Awareness Campaign: It Takes All of Us 

             

            The brief

            Koalas face a range of everyday threats across the Northern Rivers, from vehicle strikes and dog attacks to habitat loss and disease.

            Friends of the Koala wanted to create a series of videos that would encourage simple behaviour changes within the community while increasing awareness of the many people working together to protect local koalas.The objective was clear: help people understand that their everyday actions matter and empower them to be part of the solution.

            Our response

            We developed the campaign platform "Protecting Koalas: It Takes All of Us."

            The campaign was built around a simple idea: protecting koalas isn't the responsibility of one organisation alone. It takes volunteers, councils, landholders, drivers, dog owners and the wider community all playing their part.

            Through a series of videos, we combined practical education with authentic storytelling to show how small actions, such as slowing down and scanning the road edges in koala zones, keeping dogs on leads and protecting and restoring habitat, can make a real difference to koala survival.

            The result was a positive, community-focused campaign designed to inspire action and create lasting behaviour change.

            Storyboard

            Storyboard for Friends of the Koala
            Campaign name for Friends of the Koala

            The fruits

            Campaign Creative Platform:
            We created the campaign message "Protecting Koalas: It Takes All of Us" to unite the video series and reinforce the shared responsibility of protecting koalas across the Northern Rivers.

            Video Series:
            We produced a hero video and a suite of shorter, supporting videos focused on practical ways the community can help protect koalas. Rather than focusing on problems alone, the videos highlighted small achievable actions people can take to make a positive impact.

            Community Story telling:
            The campaign brought together volunteers, community members and local councils to demonstrate how collaboration is helping create safer environments for koalas.

            By showcasing real people and real experiences, the message felt relatable, credible and actionable.

            Driving Behaviour Change:
            At its heart, this campaign was about turning awareness into action.

            Whether it's slowing down and being aware on local roads, keeping dogs on leads or protecting or restoring habitat, the videos were designed to leave audiences with one clear takeaway:

             

            Protecting koalas isn't somebody else's responsibility.
            It takes all of us.

             

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              Invercauld House | Website Redesign

              Posted on by Callum Croft

               

              Invercauld House

              Website Redesign

               

              The brief

              Invercauld House needed a complete website redesign to modernise their online presence. Their previous site relied heavily on downloadable PDFs, had limited imagery, and didn’t effectively showcase their stunning venue or broad service offering. The goal was to create an informative, user-friendly website that kept visitors engaged on the site, rather than directing them away.

               

              Our response

              We restructured the website from the ground up, expanding the content to clearly explain Invercauld House’s services, facilities and accommodation options. We developed fresh, SEO-friendly copy, integrated new photography, and built a cleaner, more intuitive layout. The result was a digital experience that feels warm, welcoming and elevated — reflecting the venue’s unique setting and professional offering.

              The fruits

              • A modern, fully refreshed website aligned with Invercauld House’s brand and tone.
              • Rich on-page information replacing PDFs, improving user experience.
              • New imagery showcasing the venue’s natural beauty and facilities.

               

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                Burgess Hughes Family Lawyers | Branding & Collateral

                Posted on by Callum Croft

                 

                Burgess Hughes

                Branding & Collateral

                 

                The brief

                Two established firms — Burgess Family Law and Christopher Hughes & Associates — were merging to become Burgess Hughes. They needed a new brand identity that communicated a fresh start while maintaining professionalism, trust and authority. The brand needed to speak clearly to individuals and families seeking legal support.



                Our response

                We explored the family law landscape, reviewing competitors and reviewing the styles that resonated with the client. From there, we developed a clear brand hierarchy and refined a set of logo options that balanced tradition with a modern touch. Colour palettes and typography were chosen to appeal to the target audience, ensuring the brand felt both credible and compassionate. We then rolled the brand out across stationery (business cards, email signatures and letterheads)

                The fruits

                • A polished, professional brand that unites both firms under one clear identity.
                • A logo suite that works seamlessly across the firm’s stationery
                • A cohesive visual style that reflects expertise, approachability and trust — supporting the firm’s positioning as a reliable legal partner for families.

                 

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                  Diocese of Lismore | Catholic Life Magazine

                  Posted on by Mimi

                   

                   Catholic Diocese of Lismore

                  Catholic Life Magazine | Design & Print

                   

                  The brief

                  The Diocese of Lismore approached Barefruit Marketing to relaunch their Catholic Life magazine, a publication that had been on hold for six years. With the goal of inspiring and informing the Diocese’s diverse community, the magazine would cover everything from parish updates to community outreach stories, education, and health.

                  The brief called for a modern yet timeless design that stayed true to the Diocese’s heritage while feeling fresh and engaging. Launching in December, the magazine also needed to include features celebrating Christmas, such as reflections, recipes, and activities for families.

                  Our response

                  Our creative team got straight to work, collaborating closely with the Diocese to bring their vision to life. We focused on crafting a clean, minimalist layout with vibrant photography and subtle nods to Catholic iconography, ensuring the design felt approachable yet deeply rooted in tradition.

                  What we delivered

                  • A thoughtfully curated 34-page magazine filled with inspiring content across all service areas: education, aged care, hospitals, community support, and more.
                  • A cohesive design that incorporated earthy, neutral tones to create warmth and inclusivity while maintaining a modern aesthetic.
                  • High-quality visuals, including a striking hero image on the cover and beautiful imagery to accompany each feature.
                  • Engaging sections such as Christmas reflections, a Bishop’s recipe, school highlights, and even fun activities like crosswords and colouring pages for families.

                  The fruits

                  The first issue of Catholic Life successfully brought the Diocese’s stories and spirit to the forefront in a publication that resonated with its community. The client was thrilled with the result, celebrating the magazine as a true reflection of their mission and the vibrant, supportive network they represent.

                   

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                    NSW Department of Climate Change, Energy, Environment & Water (DCCEEW) | Call Before You Clear Campaign

                    Posted on by Alex Wales

                     

                    Call Before You Clear Campaign

                    The NSW Department of Climate Change, Energy, Environment and Water (DCCEEW)

                     

                    The brief

                    The NSW Department of Climate Change, Energy, Environment and Water (DCCEEW) wanted to raise awareness about native vegetation rules and their Compliance and Regulation team. Many landowners, contractors, and councils weren’t clear on the rules, or even who the department was. With over 400 breaches a year and widespread confusion, they needed a way to educate, build trust, and start conversations.



                    The goal

                    To create a strong, approachable presence that clearly communicates DCCEEW’s role, encourages compliance, and sparks meaningful engagement with landowners, contractors, and councils across the region.

                    Our response

                    A practical, memorable campaign that brings rules to life:

                    Developed the “Call Before You Clear” Message – A simple, engaging tagline designed to educate and encourage compliance.
                    A Standout Campaign Identity – A visually impactful and memorable identity rolled out across all activation elements.
                    Marquee, Flags, Table Cloth & Magnets – Brought the message to life and drew attention in a busy show environment.
                    On-Brand & Approachable – Every element reflected DCCEEW’s values while feeling engaging and accessible.
                    Designed for Engagement – Messaging and visuals were tailored to spark valuable face-to-face discussions.

                    The fruits

                    The Primex activation delivered tangible results. Survey participation increased despite lower overall attendance, showing the refreshed creative captured attention and drew people in. Passersby were intrigued by the “Call Before You Clear” message, with more people stopping, noticing, and engaging than in previous years. Most importantly, the campaign laid a foundation for DCCEEW to build on, strengthening connections with landowners and contractors across the region for years to come.

                     

                    Hey Team Fruity!

                      I'm , I'd like you to help my business, , 'barefruit'.

                      I am interested in

                      You can call me on and email me at

                      We'd love to know how you heard about us?