Ad agency builds a new therapeutic system for psychologists
More than 145 people go missing in Australia every day. But attention is rarely given to the several thousand loved ones who have been left behind.
In psychological circles, they are known to suffer from a condition called “ambiguous loss”. Creative agency whiteGREY spent the last 12 months building a therapeutic system called the Hope Narratives to help those suffering from the condition.
CEO of whiteGREY Lee Simpson. The agency was a winner in the AFR’s Most Innovative awards for creating a therapeutic system for family of those who have gone missing. Dion Georgopoulos
“There’s no clear understanding of where a missing person is, whether they’re alive or not, or whether you’ll ever see them again,” whiteGREY CEO Lee Simpson said. “That’s why there is a lack of emotional closure in that and hence the reason why that suffering is quite pronounced.”
The Sydney and Melbourne-based whiteGREY has been named winner in the media and marketing category of the AFR Most Innovative Companies awards for its pioneering work behind the Hope Narratives.
In the category, fellow creative agency Special Group was recognised for its work designing Virgin Australia’s “Middle Seat Lottery” campaign. That was a splashy effort to rebrand Virgin Australia only two years after the airline was put into administration. Along with a suite of other changes it was a way for the company to take on the embattled Qantas.
Meanwhile, SBS was commended by the judges for its overhaul of the broadcaster’s website and streaming platform, allowing Australians to seamlessly translate media services to dozens of non-English languages.
At whiteGREY, one of the group’s lead creatives Joe Hill says the agency had originally been brought on to raise awareness by
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