Suncorp has pledged $1 million to the Smith Family to support online learning for disadvantaged children at home. Launched this week, the pledge concept and supporting communications were developed in collaboration between Suncorp and creative agency partner Ogilvy Australia. The pledge aims to help The Smith Family bridge the growing digital divide facing vulnerable communities across Australia as essential services, including education, move online during the COVID-19 crisis.
Suncorp EGM Brand and Marketing, Mim Haysom said: “In the midst of the COVID-19 crisis many of us find ourselves working and studying from home. Yet many disadvantaged students don’t have access to computers or the internet in their households. We are incredibly proud to support The Smith Family in their quest to bridge the digital divide in Australia and provide kids in need with access to online learning resources. This is the time to lend a hand to those most affected and ensure that no one is left behind.”
According to The Smith Family, almost a quarter of students (23%) of the more than 50,000 students on its educational support Learning for Life program don’t have access to a computer with reliable internet at home. Without access to these essential tools, disadvantaged students are at risk of falling further behind at school. This situation can also affect them later in life, as they will lack valuable skills they need to take part in the digital world.
The CEO of The Smith Family, Dr Lisa O’Brien said she was grateful to receive Suncorp’s significant donation and delighted they have moved so quickly to help address this urgent need.
“Children from financially disadvantaged families start school behind, and they often stay behind without additional financial, personal and practical support. The last thing we want is for these children to fall further behind in their learning as a result of not having the essential items they need to continue their studies at home. Suncorp’s support for these children is a significant step towards ensuring that doesn’t happen.”
The supporting communications that further explain Suncorp's pledge will appear as paid posts on Facebook and can be viewed here: https://youtu.be/389lP3ki_h8
Client: Suncorp Group
Agency: Ogilvy Australia
Ogilvy Australia is part of WPP AUNZ, Australasia's leading creative transformation company.