Rules of engagement (non-negotiable)

Read before writing a single word or laying a single pixel. Any asset failing any rule below is a no-go at G1 (Corrina).

Copy sourceEvery headline, body line and CTA is a verbatim fragment of one of the 10 locked frame-lock sentences. No paraphrase. No "punching up".
Visual languageLandscape, still-life, typography. No photographs of people. No stock imagery of hands, phones, hospital beds, or grieving relatives.
No urgency devicesNo countdown timers. No "last chance". No "only X hours left". The appeal runs from 2 Dec; that is the only date-marker permitted.
No substitutionary framingNever "give instead of a Christmas gift". Never "skip the coffee". Verboten item A.
Ask ladderOnly three tiers plus custom: $50 entry · $1,840 featured (audited cost per case) · $5,000 founder. Every ask link carries ?appeal=xmas2026.
Numbers disciplineThe 6 Y1 audited numbers appear verbatim only: 31 cases · $1.82M · 23-day resolution · 52% K10 drop · $1,840 cost/case · 87c direct-service ratio.
Composite disciplineIf Ellen appears, she is labelled "composite" in-line, every time, no exception. Verboten item E: never say "client".
Compliance envelopeEvery ad set includes ACL 387398, ABN/ACN pending, DGR pending, ACNC pending in the landing-page footer — not in the ad itself (Meta ad copy character limits do not permit it, and the hero page delivers it).

The seven approved assets

Each asset below is production-ready copy plus mock. Studio delivers the finished artwork; nothing on this pack is a design suggestion — it is a build spec.

META-M1
Static image ad · Feed · Square
1080×1080 · JPG/PNG · <30MB
Placement
Facebook Feed, Instagram Feed. Not Stories. Not Reels.
Frame lines
Line 1 (headline) L1 + Line 2 (body) L2 + Line 7 (CTA lead) L7
Primary text
A person dying at home should not be spending their last months on the phone to a bank. Life Without Debt exists so they do not have to. This December we are asking for the gift that funds the next thirty cases.
Headline (in-image)
A person dying at home should not be spending their last months on the phone to a bank.
Description
Life Without Debt · Christmas Appeal 2026
CTA button
Donate → /donate?appeal=xmas2026
A person dying at home should not be spending their last months on the phone to a bank.
Life Without Debt exists so they do not have to.
Give · $1,840 funds one case
Life Without Debt · Christmas Appeal 2026
META-M2
Static image ad · Feed · Portrait
1080×1350 · JPG/PNG · <30MB
Placement
Instagram Feed portrait, Facebook Feed. Optimised for mobile scroll-stop.
Frame lines
Line 8 (headline) L8 + Line 5 (numbers proof) L5
Primary text
In our first year we resolved $1.82 million in debt across 31 cases, at an average $1,840 cost per case. Eighty-seven cents of every dollar donated went to direct service.
Headline (in-image)
A gift of $1,840 funds one full case, end-to-end.
Description
Audited first-year cost per case. Not a marketing number — an accounting fact.
CTA button
Donate → /donate?appeal=xmas2026&amount=1840
A gift of $1,840 funds one full case, end-to-end.
Audited first-year cost per case. Not a marketing number — an accounting fact.
Give $1,840
Life Without Debt · Christmas Appeal 2026
META-M3
Carousel ad · 4 cards
1080×1080 per card · JPG/PNG
Placement
Facebook Feed, Instagram Feed. Cards swipe left-to-right.
Frame lines
L1 · Ellen composite (2 cards) · L8 (ask card)
Primary text
Life Without Debt funds the mediation work that resolves a dying person's debts before those debts follow their family. This December we are asking for the gift that funds the next thirty cases.
Card 1 — hook
A person dying at home should not be spending their last months on the phone to a bank.
Card 2 — composite
Ellen (a composite beneficiary drawn from our first-year cases) had 47 days at home ahead of her. She was spending five of every seven on the phone to lenders.
Card 3 — composite outcome
Twenty-three days later, Ellen's debts were resolved. She spent her remaining weeks with her family, not with a call-centre queue.
Card 4 — ask
$1,840 · One full case, end-to-end.
CTA button
Donate → /donate?appeal=xmas2026 (all cards)
01 · hook
A person dying at home should not be spending their last months on the phone to a bank.
02 · composite
Ellen (composite) had 47 days at home ahead of her. She was on the phone to lenders 5 of every 7.
03 · outcome
23 days later her debts were resolved. She spent her remaining weeks with family, not a call-centre queue.
04 · ask
$1,840One full case
META-M4
Story ad · Full-screen vertical
1080×1920 · JPG/PNG · 9:16
Placement
Instagram Stories, Facebook Stories. Single frame, 5-second view minimum.
Frame lines
Line 1 as single-frame text L1
Primary text
A person dying at home should not be spending their last months on the phone to a bank.
Swipe-up / link sticker
Give → /donate?appeal=xmas2026
A person dying at home should not be spending their last months on the phone to a bank.
Give
Life Without Debt
META-M5
Video ad · Reel · Text-only, no voice-over
1080×1920 · 9:16 · 15 seconds · MP4
Placement
Instagram Reels, Facebook Reels, Feed. Muted-safe (text-only).
Frame lines
L1 · L2 · L4 · L7 · L10 as typographic sequence
Audio
None. Silent. No voice-over, no music. (No urgency device; no manufactured emotion.)
Primary text (post)
Life Without Debt exists so a dying person does not spend their last months on the phone to a bank. This December we are asking for the gift that funds the next thirty cases.
CTA button
Donate → /donate?appeal=xmas2026

Storyboard · 5 frames × 3 seconds each

  1. 00:00-00:03   L1 — "A person dying at home should not be spending their last months on the phone to a bank." (typography on cream)
  2. 00:03-00:06   L2 — "Life Without Debt exists so they do not have to." (typography on cream)
  3. 00:06-00:09   L4 — "We fund the mediation work that resolves a dying person's debts before those debts follow their family." (typography on cream, ACL 387398 footnote)
  4. 00:09-00:12   L7 — "This December we are asking for the gift that funds the next thirty cases." (typography on crimson)
  5. 00:12-00:15   L10 — "Thank you for reading this far. It is not an easy subject." (typography on ink-dark, small "Give →" CTA)
META-M6
Retargeting ad · Feed · Square
1080×1080 · JPG/PNG · 30-day donate.html visitors
Placement
Facebook Feed, Instagram Feed. Custom audience: anyone who visited /donate?appeal=xmas2026 in the last 30 days but did not complete a gift.
Frame lines
Line 9 (fulfilment) L9 + Line 8 (ask) L8
Primary text
Whatever you give this month will land at the mediation-desk in January. A gift of $1,840 funds one full case, end-to-end.
Headline (in-image)
Whatever you give this month will land at the mediation-desk in January.
Description
Life Without Debt · Christmas Appeal 2026
CTA button
Donate → /donate?appeal=xmas2026
Whatever you give this month will land at the mediation-desk in January.
A gift of $1,840 funds one full case, end-to-end.
Give
Life Without Debt · Christmas Appeal 2026
META-M7
Closing window ad · Feed · Square
1080×1080 · JPG/PNG · Runs 20-24 Dec only
Placement
Facebook Feed, Instagram Feed. Runs 20-24 December only, then paused for the dark period (25-31 Dec — see Sprint 62 dark-period one-pager).
Frame lines
Line 6 (efficiency + quietness) L6 + Line 10 (thanks) L10
Primary text
It is efficient work because the mediation practitioners are experienced and the referral pathway is short. It is quiet work because the beneficiaries want it that way. Thank you for reading this far.
Headline (in-image)
It is quiet work because the beneficiaries want it that way.
Description
Life Without Debt · Christmas Appeal 2026 · The ask restated, plainly.
CTA button
Donate → /donate?appeal=xmas2026
It is quiet work because the beneficiaries want it that way.
Thank you for reading this far. It is not an easy subject.
Give
Life Without Debt · Christmas Appeal 2026

Verboten checklist · pre-flight before every asset ships

If any one of these appears in any asset, that asset is a no-go. No exceptions.

The ten things this pack does not do

  • A. No substitutionary appeals ("give instead of a Christmas gift", "skip the coffee").
  • B. No "debt relief" framing. LWD funds mediation. It does not relieve debt.
  • C. No urgency devices. No countdown timers, no "last chance", no "only X hours left".
  • D. No photographs of beneficiaries. No stock imagery of hospital beds, hands, phones, or grieving relatives.
  • E. No use of "client". Beneficiary. Or "composite beneficiary" if drawn from the aggregate.
  • F. No "100% goes to cause". The audited figure is 87c to direct service. Verbatim only.
  • G. No inflated adjectives. No "amazing", "incredible", "life-changing", "profound".
  • H. No "please give generously". The ask is stated once, plainly.
  • I. No false matched-giving. No "your gift will be matched by X" unless there is a real, signed, verifiable match.
  • J. No guilt frames. No "without your gift, they will..." No implied threat.

Approval gates

The 5-gate signing sequence from Sprint 57 frame-lock applies to this pack in full. No asset ships without every gate cleared.

The five gates · terminating at Carla's Fri 20 Nov EOD go/no-go

  • G1 · CorrinaVerboten sweep. Every asset checked against the 10 verboten items. Any breach = return to studio.
  • G2 · CarlaFrame-lock verbatim audit. Every line traced to a locked frame-line reference. No paraphrase.
  • G3 · LaurenceCompliance envelope confirmation. ACL 387398, DGR-pending, ACNC-pending on landing page footer, not in ad copy.
  • G4 · ChairBoard-level sign-off on public-facing spend. Confirms media plan aligns to approved Q4 budget envelope.
  • G5 · LisaFounder voice check. Reads every asset aloud. If it does not sound like her, it does not ship.

What this pack does not contain (and why)

Coherent sprints declare their edges. Here are the edges of Sprint 59.

No Meta CAPI QABlocked on Laurence's Meta Business credentials (pixel-ID + CAPI token). Backlog item #9. Sprint 61 launch-dashboard wiring will pick up server-side attribution once credentials land.
No Google Search creativeSequenced behind this pack (backlog item #10). Meta drives Nov awareness; Google Search captures Dec intent. Building GS pack before Meta learnings would waste iteration cycles.
No LinkedIn assetsLI-ORG and LI-LM (Lisa & Laurence founder posts) are Sprint 60 scope. Split intentionally: Meta is org-voice at scale; LinkedIn is founder-voice + org authority. Different craft, different sprint.
No email creativeChristmas Appeal 4-email sequence is Sprint 60 scope, alongside LinkedIn. Grouped because both are text-primary channels sharing the same frame-lock extension.
No paid budget allocationMedia plan lives in /paid-media-plan-12mo. This pack is creative-only; spend allocation is a separate governance artefact.
No Ellen back-story beyond compositeThe composite discipline says: labelled every time, drawn from aggregate, no invented biographical detail. If a studio member wants "more about Ellen", the answer is the frame-lock. There is no more.