The Benevolent Society has launched an innovative brand campaign to build awareness for its integrated support services.

The hip creative campaign celebrates the charity’s tagline, ‘Your Life. Your Way’ by showcasing the positive and optimistic approach embodied by the organisation.

Established in 1813, the independent charity provides integrated support services to children, young people and families, people with disability, the ageing and carers.

Benevolent Society communications director, Lisa Hresc said the campaign highlights the services and supports available to those in need and the value placed on each person’s story and their goals.

“It illustrates how The Benevolent Society lives out our value of ‘optimism’ and our approach to positive, strengths-based practices. It positions us as a contemporary option for people looking for excellent and innovative disability care, aged and home care and child/family services,” she said.

The campaign airs across TV, BVOD, out-of-home advertising, print, digital and social. The TVC features the hit song Calypso by Australian rock band Spiderbait; its rousing chorus providing an uplifting soundtrack to highlight how The Benevolent Society’s programs and services empower people to live life on their terms.

Lin Hatfield Dodds, CEO of The Benevolent Society, said the campaign reflected the future of the organisation. “It cements our reputation as innovators and showcases our unwavering commitment to meeting people at their point of need.”