It Starts With Hello: Building Digital Communities Through Connection

Sometimes the most powerful change begins with something as simple as a “hello.”

For The Spiers Centre, a not-for-profit organisation in Perth, this small word is more than a greeting, it is the foundation of their campaign to reduce stigma, encourage early intervention, and prevent homelessness. In a digital-first world where attention is fleeting, the “It Starts With Hello” campaign reminds us that connection and empathy still matter most.

Why stories matter

At the heart of this campaign lies storytelling. From single parents navigating financial strain to older Australians facing unexpected hardship, these stories make complex issues relatable and human. Research shows that storytelling builds empathy and motivates action by allowing audiences to emotionally connect with a cause (Pulizzi, 2021). Instead of statistics alone, The Spiers Centre shares real lives, reminding us that vulnerability does not discriminate and that support should never come with shame.

From awareness to action

The campaign reflects the digital marketing funnel. At the top, social media posts raise awareness that help is available and that asking for support is normal. In the middle, blogs and community newsletters deepen engagement by showing how early intervention prevents crisis. At the bottom of the funnel, partnerships with schools, supermarkets, and volunteers convert awareness into tangible action, strengthening the Centre’s reach and impact (Chaffey & Ellis-Chadwick, 2019).

The 4E Framework in practice

The campaign also embodies the 4E Framework (Kotler, Kartajaya, & Setiawan, 2021):

Excite: Catching attention with a simple yet powerful phrase, “It starts with Hello.”

Educate: Providing knowledge about services such as financial counselling and emergency relief.

Experience: Immersing the community in authentic stories through blogs, events, and social media.

Engage: Encouraging readers to share the message and contribute to cultural change.

This balance ensures the campaign does more than inform and that it creates a shared sense of responsibility.

Authenticity builds trust

Trust is vital in not-for-profit communication. Using Kapferer’s Brand Identity Prism (2012), The Spiers Centre projects sincerity and inclusivity, ensuring its voice resonates with dignity rather than charity. By framing “hello” as an act of empathy rather than a marketing slogan, the campaign demonstrates authenticity which is a key driver of digital trust (Ashley & Tuten, 2015).

Turning connection into culture

Ultimately, the campaign’s power lies in making early intervention a cultural norm. By embedding empathy into everyday conversations, The Spiers Centre shows that even small gestures can spark wider social change. Digital marketing here is not about selling, but about inspiring communities to act with compassion.

👉 Take the first step today: start with a hello, share the message, and help create a culture of care. Visit The Spiers Centre The Spiers Centre | Financial Counselling & Community Centre Heathridge

to learn more and get involved.

— Pasindi Ihara #ItStartsWithHello #CommunitySupport #TogetherwithSpiers #StrongerTogether