Life Edu­ca­tion Aus­tralia: Healthy Harold’ and the giraffe busi­ness appeal

Exhibited by
Steve Thomas
January 30, 2020
Medium of Communication
Target Audience
Major donors
Type of Charity
Country of Origin
Date of first appearance

SOFII’s view

In this brilliant appeal, Life Education tapped into the iconic nature of their mascot Healthy Harold and used it to their advantage. The letter had a clear yet detailed approach which gave major donors a vision of what their money could and would achieve for beneficiaries. And we believe that is why this campaign was able to earn something very important indeed – the donor’s trust.


Every Australian knows Healthy Harold. As the mascot of Life Education, he goes to schools to talk to kids about smoking, drugs, healthy eating, bullying and so on. Healthy Harold has been around for over 35 years, travelling Australia in mobile learning centre vans and reaching out to the country’s youth and their parents. 

Life Education itself works to help children and young people make safe and healthy life choices through empowering education. Their aim is that every child and young person should achieve their potential. 

Up until 2015, however, the corporate community in Queensland had not been approached for their support. So the decision was made to send a letter to these potential donors, within the state. 

Creator / originator

Steve Thomas and, for Life Education, Greg Potent.

Special characteristics

The proposal sent to prospective donors was simple – you might even argue crude – but hugely effective. Simple bullet points outlined Life Education’s mission, objectives and how donors could make a difference in the lives of young people. 

Here is the breakdown that was included with the letter:

The amounts requested and explained were ambitious and detailed but presented in clear and concise terms, allowing donors full visibility of where their money would go. 

Influence / impact

The letter only went to a few hundred prospective donors in Queensland but the response was terrific. The combination of a clear ask, paired with the iconic voice of Healthy Harold, had a strong impact on donors.


The campaign brought in AU$70,000 including an incredible single AU$50,000 donation, which is a record for me, beating a previous high of AU$35,000. Never before in my long and varied career has one donor sent so much in one go!

Healthy Harold is an iconic figure known to all Australians.
The letter was simple and to the point, ‘sent by’ Harold himself.
Healthy Harold mobile centres travel the country informing kids on how to maximise their potential.

Related case studies or articles