The Song Room is a not-for-profit organisation that provides music and arts programs for disadvantaged kids. They asked us to create a fundraising campaign to help them continue to do this.
We knew music was essential for children’s learning and development. What we didn’t know was that 700,000 kids across Australia don’t get taught it at school. That’s three out of four kids who only have air instruments to play.
We thought that was a pretty amazing statistic and put that way, we thought it was also pretty compelling. 
So our idea was to help The Song Room put real instruments in the hands of kids who need them by creating an entire campaign around Air Instruments.
A unique approach to charity advertising, it wasn’t just a pull on the heart-strings, it was fun. 


We made a set of Air Instruments to sell in retail stores to raise money. Light hearted and playfully designed, the Air Instrument packs were popular. They sold out of many of the stores the day after they were displayed. 
To launch the campaign, we held an Air Busking event along Swanston Street in Melbourne. The heart and soul of busking in Australia, some 508 registered Melbourne buskers were approached to take part in the event. 
Many passers by stopped to take a look at the unusual sight. Some joined in, some even took photos. The campaign increased awareness of The Song Room’s cause, but more importantly their funds and their network of supporters.