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Soul Hub initiative earns Newy creative agency award nomination


The innovative team behind an initiative, which resulted in a massive windfall for Soul Hub, is in line for a major accolade.

Creative agency Out of The Square (OOTS) has been shortlisted for the 2024 Cairns Crocodiles Awards in the Changing the World category.

It follows its strategic and creative efforts for the Newcastle-based charity’s The Big Ask campaign.

The promotion was developed to support Soul Hub’s ambitious goal to raise $1.8 million over nine months… to facilitate the organisation’s relocation to a new, purpose-built facility in Hunter Street.

It relied heavily on donated services and community empowerment to help spread the word, featuring a raft of downloadable digital assets to enable a grassroots effort.

In the end, it delivered all that – and more.

Out Of The Square campaign team: Ben Ogden, Mike Smethurst, Jennifer Young and Jamie

Soul Hub not only secured $1.9 million but enhanced its capacity to serve residents comprehensively, including medical, dental and legal services.

“This campaign brought our community together in unprecedented ways,” CEO Rick Prosser said.

“The engagement and generosity that poured in was nothing short of transformative for our operations and the lives we touch daily.

“It [The Big Ask] was not only about meeting a financial target, but also fostering a deeper sense of community, growing Soul Hub’s donor base and expanding essential services to Newcastle’s most


The Cairns Crocodiles Awards, which will be announced on 6 June, are a cornerstone of the Cannes in Cairns festival, recognising exceptional creativity and effectiveness in advertising across national and

international platforms.

OOTS stands out as the only regional agency nominated in the Changing the World category, highlighting its unique approach to community-driven projects such as Region Ready, Everyone has a Story and Sculptures at Scratchley.

“We’re passionate about our community and driven to create campaigns that not only look good but do good,” founder Marty Adnum said.

“Donating our services to help achieve this ‘big ask’ was truly rewarding.

“And, now, being nominated for such a coveted award is a real testament to the team’s hard work and heart work.”

Soul Hub opened its newest premises on 11 December, just in time to assist people over the Christmas period.

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