Face Up To Poverty

Background

Optus – Australia’s second largest telecommunications company – wanted to stimulate revenue by increasing the use of MMS amongst their customers. Usage was extremely low, because people didn’t really understand how it works. So the agency’s brief was to encourage Optus customers, particularly the youth segment (16 to 26-year-olds), to start using MMS. Not an easy task, as previous campaigns had failed to generate much response.