Family Project, helping families through Covid lockdowns

In New South Wales, Australian families were locked down for 107 days in 2021.

Anxiety, stress and pressure caused some families to go into crisis.

The Family Project is a media channel designed to help support the mental, emotional and physical wellbeing of Australian, NSW, families through targeted and topical daily adaptable themes, activities, and advice delivered online during times of crisis.

The tag line summarises what the project aims to achieve: ‘We’re together (making connections and enjoying moments of togetherness), even when we’re not together (apart from family, friends and normality as we’ve known it).’

Awaken acted as the creative agency developing the TVC and first daily activity content for the program.

Funded and supported by NSW Government, the Family Project is a community media collaboration between two leading mental health and wellbeing Charities. NSW Minister for Mental Health, NSW Minister for Health, Advocate for Children & Youth as well as the Regional Youth Taskforce Chair provided endorsement over the launch to underline the credibility of this platform and the importance of its message. Nine Entertainment Co through its Nine Cares program drove promotion of FP through primetime TV, print and online mediums to encourage users to visit the platform for live content, daily schedule ideas and further resources.

A TVC was developed for the launch of the project, showing families engaging with one another in some of the projects that were being shared by the platform. This was an emotive and poignant video, designed to pull at the heartstrings. It was was compiled by a series of scenes, including; two children talking through a fence with ‘telephone cups’, enjoying a popcorn fight with an at home movie night, celebrating a first birthday via zoom with the cake they made over zoom with grandparents, enjoying the outdoors with trees and paper aeroplanes, and two neighbours talking over the fence with the use of their respective trampolines, amongst others.