Multi award-winning creative agency, Out of The Square (OOTS), has been recognised with an Australian Marketing Institute (AMI) Award for Marketing Excellence in the Not-for-Profit category.
Against much larger names like Anglicare and World Vision the agency earned the award for its campaign, The Big Ask, created for local charity Soul Hub.
The campaign, which saw support from across the Hunter community, raised $1.9 million – exceeding its target of $1.8 million – delivering transformational results. The critical funds saw the charity build out their new fit-for-purpose premises to support the homeless, those battling mental health challenges, and addiction in Newcastle.
Conscious of limited budget and already stretched resources, OOTS utilised a grassroots creative strategy that combined bold messaging, a community-driven fundraising toolkit, and a digital first approach to deliver massive impact. The success of the campaign was fuelled by Soul Hub’s relentless fundraising efforts using a rallying call for community support under the tagline “Join The Big Ask – Donate to 1.8.” The campaign resonated with individuals and businesses alike, attracting new donors and securing Soul Hub’s future in their new, purpose-built location.
Rick Prosser, CEO of Soul Hub, emphasised the impact: “This campaign brought our community together in unprecedented ways. The engagement and generosity that poured in has been nothing short of transformative for our operations and the lives we touch daily. We are overjoyed that this body of work is recognised by AMI nationally, speaking to the great work that both Soul Hub and Out of the Square do for the guests we help every day.”
OOTS’ work on The Big Ask also garnered national finalist recognition earlier this year at the Cannes in Cairns Crocodile Awards, underscoring the creative excellence and results- driven strategy that sets the agency apart.
“This win is a testament to the Newcastle community and all the individuals and businesses that come together for those in need. It’s not just a win for OOTS and Soul Hub, but a win for Newcastle” Lead Strategist on the campaign, Jennifer Young said.
Out of The Square and Soul Hub’s victory is testament to the power of collaboration and community-driven solutions. As a small regional agency, OOTS is thrilled to stand with all of Soul Hub’s community supporters and be recognised on a national level and even more proud of Soul Hub’s relentless work supporting Newcastle’s most at-risk residents.
IMAGE | Jennifer Young celebrates the award
