The Support Project – Avivo

In an advertising landscape saturated by commercial noise, how do you capture attention with empathy instead of urgency? Avivo sought to elevate the role of support workers without resorting to sentimentality or charity tropes. The brief challenged Block to create a campaign that could be simultaneously simple and emotionally complex — one that would connect with broad audiences, honour real people, and create space in public and digital channels for a more inclusive conversation around support work. The constraints included a modest budget, minimal media buy, and a reliance on earned attention through design excellence and emotional storytelling.

Block developed a series of silhouetted metal sculptures portraying real support workers and the people they support. These sculptural portraits were placed in civic environments, turning streets into storytelling spaces. Each was accompanied by a short documentary film shared across social channels, revealing the human stories behind the outlines. No slogans. No logos upfront. Just striking, story-rich visuals that rewarded curiosity. The interplay between physical installation and digital storytelling created a campaign that didn’t interrupt people’s lives but entered them respectfully, delivering both broad reach and deep engagement.

The Support Project has transformed how a not-for-profit can communicate its purpose. It helped Avivo reposition itself as an empathetic, creative leader in the community services sector, raising awareness, inspiring pride within its workforce, and creating long-form content that will continue to serve recruitment, advocacy, and awareness needs. The campaign generated media interest, social engagement, and strong on-ground attendance, with plans to tour the installation regionally. It offers a compelling case for how advertising can build societal value, not just brand value, through honesty, restraint, and deep emotional intelligence.

•Silhouetted steel portraits acting as story triggers in civic spaces •Each sculpture based on a real support relationship, with human-centred narrative •Companion short films created for digital sharing, extending audience reach •No overt branding or traditional campaign tropes •Modular design made touring and distribution cost-effective and sustainable •Physical and digital components work as a unified, cross-channel campaign •Generated strong word-of-mouth, earned media and social traction without paid placement •Offers new benchmarks for NFP sector communication and advocacy •Designed to make audiences feel, not just think •Activated through low-cost, high-impact partnerships and site selections