Brand Tone

Empathetic & Compassionate, Inspiring & Hopeful, Authentic & Raw, Community-Oriented & Unifying, Urgent & Action-Oriented

Brand Values

• •Community
• •Resilience
• •Heroism (Everyday Heroes)
• •Support & Contribution
• •Awareness & Education
• •Authenticity

Best Practices

• •Always Circle Back to "Community" and "Resilience": These are the core pillars. Ensure copy, whether for social media, website updates, or email marketing, reinforces these themes. Show, don't just tell, how the community came together and continues to fight back.
• •Use Authentic Voices and Stories: Whenever possible, feature quotes or short anecdotes from the people involved (with permission). This adds a layer of raw honesty that resonates deeply. User-generated content (positive comments, shared experiences related to the film's impact) can also be powerful.
• •Maintain a Hopeful Yet Realistic Perspective: Acknowledge the devastation and ongoing struggles, but always pivot to the strength, hope, and positive action being taken. Avoid overly sentimental or tragic language; focus on empowerment and the path forward.
• •Clear Call to Action Linked to Impact: Every piece of copy should guide the audience towards a specific action (stream the film, share the story, learn more about the recovery efforts) and clearly state how that action contributes to the cause (e.g., "50% of profits go directly to rebuilding homes").
• •Incorporate "Aussie" Vernacular and Spirit (Authentically): Terms like "mateship," "Aussie spirit," and a generally down-to-earth, resilient tone connect with the target audience and the film's subject matter. However, ensure this feels genuine and not forced. Reflect the resilience and directness often associated with Australian culture.

Social Perception

The brand (the film and its cause) is perceived as important and impactful, telling a necessary story of Australian courage and community. It's seen as trustworthy due to its direct support for flood victims through donations. It evokes feelings of pride, empathy, and a desire to help. The involvement of well-known figures like Mick Fanning likely enhances its credibility and reach.

Copy Examples

• •Headline: Beyond the Headlines: Their Homes Were Lost, Their Spirit Wasn't. Body: The Northern Rivers faced Australia's worst flood. But in the darkest hours, heroes emerged. Watch "Washed Away" and witness the incredible power of community. 50% of streaming profits help rebuild lives. Stream now & be part of the recovery. #WashedAway #NorthernRiversStrong
• •Headline: Mates Helping Mates: The True Aussie Spirit Uncovered. Body: When disaster struck, they didn't wait. They acted. "Washed Away" is their story – a raw, honest look at the courage that defines us. See the film, support the cause. Your view helps families get back on their feet. Link in bio. #AussieSpirit #FloodRecovery
• •Headline: The Water Receded. The Fight Continues. Body: Two years on, the Northern Rivers community is still rebuilding. "Washed Away" isn't just a film; it's a lifeline. Discover untold stories of resilience and help us support the Hands & Hearts project. Every stream makes a difference. Watch today. #TogetherWeRise #CommunitySupport
• •Headline: More Than a Movie: It's a Movement. Body: "Washed Away" documents the heart of a community that refused to be broken. Featuring an incredible Aussie soundtrack, this is a story of hope, heroism, and the long road to recovery. Join us in supporting the Northern Rivers. Stream "Washed Away." #WashedAwayFilm #MakeADifference
• •Headline: Witness the Unbreakable Spirit of the Northern Rivers. Body: They faced unimaginable loss, but their courage shines through. "Washed Away" shares the personal stories of those who fought back against the floodwaters. By watching, you honor their bravery and contribute to rebuilding their future. Stream now. #Resilience #SupportNRF