1800 Mum Dad is a National, reverse charge call company in Australia that facilitates reverse charge call between landlines, and more importantly mobile phones. The service enables people to speak with others when they really need to do so, but do not have the money to make a call.

SMART conducted intensive Key Insight work and developed a Brand Strategy for Australasia and Europe.

The result: New brand positioning and television campaign 'Always there when you really need it' filmed in Brisbane and launched in 2009 in both Australia and the U.K that resulted in record results for the company.