The Mirabel Foundation, a charity dedicated to supporting children who have lost their parents due to drug addiction, has unveiled its first-ever brand awareness campaign. Directed by Sarah Adamson and built around the message that “Childhood is precious”, the campaign is a heartfelt tribute to resilience, joy, and the healing power of belonging.
At the heart of the campaign is a 60-second film that follows a group of children as they embark on an imaginative outdoor adventure — laughing, exploring, and simply experiencing the joy of being kids. Set to “Angie (I’ve been lost)” by Fred again.. featuring Angie McMahon, the film captures raw, authentic moments of curiosity and wonder, while gently reminding viewers of the fragility and value of childhood.
The campaign was brought to life by creative agency Cocogun, in collaboration with a wide network of partners including media non-profit UnLtd. In addition to the TV spot, the campaign includes out-of-home posters, social media content, and radio ads voiced by Australian personalities Shane Jacobson and Ally Langdon — both longtime supporters of Mirabel. Post-production was handled by Heckler, with sound engineering by Smith & Western and music supervision by Level Two.
Founded in 1998 by Jane Rowe in Victoria and later expanded to New South Wales, the Mirabel Foundation was born from her experience as a drug and alcohol counsellor. Witnessing firsthand the often invisible suffering of children impacted by drug dependency, Jane committed her life to breaking the intergenerational cycle of disadvantage.
“Mirabel has always believed that every child needs a sense of love, hope, and belonging to thrive,” said Jane Rowe. “It’s a genuine delight to tell Mirabel’s story in such an authentic and optimistic way. We wanted to show that, no matter the circumstances, we can all make a difference to bring care, connection and joy to a child’s life.”
Rather than focusing solely on trauma, the campaign intentionally shifts the lens toward optimism and possibility. “The subject matter is heartbreaking,” said Cocogun creative director Loz Maneschi, “but we knew it wasn’t right to create a tearjerker. We focused instead on the joy that Mirabel helps preserve and bring.”
For director Sarah Adamson, authenticity was key. “Childhood can be tricky to depict authentically,” she said. “The whole team worked hard to create a space where our cast could genuinely be themselves and have fun. To me, this film feels like a precious childhood memory — the kind Mirabel works to give to kids who have had far too few.”
The campaign not only shines a spotlight on an underrepresented issue but also serves as a rallying cry for collective action. As Jade Harley, director of Impact at UnLtd, put it: “The result is one of the most authentic and joyous campaigns we have ever launched. It’s a testament to what can happen when creativity, compassion, and community come together.”
With this powerful debut campaign, the Mirabel Foundation invites the public to remember that childhood is not only precious — it’s also something every child deserves.
