Launching new TV commercial

September 2011 A new national campaign launches on Monday 5 September to drive urgent awareness of the vital support and services that exist for families impacted by childhood and adolescent cancer.

Every day in Australia, five families learn that their child has cancer. Unfortunately, prior to diagnosis, four out of five families don’t know the national charity Redkite exists or about the immediate and ongoing grassroots support that is available to them.

David Giffin, former Wallabies vice-captain, and his wife Kris have had firsthand experience of what it’s like to go through the cancer journey with their son.

“We discovered Redkite’s services later in our cancer journey, we only wish we’d found this incredible support earlier. Our hope is that other families know about Redkite before they ever need them. To support other families like ours, it is critical that more discover Redkite,” he said.

In an effort to double awareness and significantly reduce the number of families going without the vital support, a dedicated Community Service Announcement (CSA) launches on Australia’s major TV networks on Monday 5 September as part of a national awareness campaign.

The CSA is supported by a host of Australian celebrities including Les Hill and Georgie Gardner and features narration by actor Joel Edgerton. It was made by Josh Whiteman and Plaza Films. The CSA aims to highlight the importance of providing Australian families going through the cancer journey with services that can assist them.

According to Jenni Seton, Redkite CEO, “People are often not aware of the immediate social and financial impact of a cancer diagnosis on families. The hidden costs are untold. Redkite’s vision is to ensure every family in Australia going through this journey is aware of the ‘must-have’ support we provide. These services include essential financial, practical and emotional support right from the moment of diagnosis through treatment in hospital and back in the community.”

Les and Josh called in friends, family and contacts across the industry to make an exceptional TV commercial. Even the cast and crew who worked during two days in June did so either voluntarily or at a reduced cost. As a result, the advertisement cost approximately 8 per cent of its commercial value.

For over 28 years Redkite has been leading the way with emotional and financial support for families. Today they are launching this important initiative to call upon the help of Australians to spread awareness so that every family is aware of these vital services.

Redkite receives no government funding and relies entirely on the generosity of donors. To support the campaign you can view and share the CSA with family and friends at: www.redkite.org.au/lighten-the-load, or http://www.facebook.com/redkitesupporters.

Production Company: Plaza Films
Writer / Director: Josh Whiteman
Producer: Belinda Mayne
DOP: Ben Shirley
Editor: Peter Whitmore, The Editors
Production Designer: Paul Finch
Post Production: Cutting Edge
Special Effects Supervisor: Ron Roberts
Post Producer: Katherine Webb
Colourist: Yoomin Lee
Online Editor: Heather Galvin
Sound Producer: Jodie Vignes, Sound Reservoir
Sound Engineer: Barry Stewart
Casting: Marianne Jade at Maura Fay
Voice Record: Sonar Music
Voice Over: Joel Edgerton
Burson-Marsteller
Unity Communications

Filming Redkite ad

Producer, Belinda, on set.

Scene featuring a family after a diagnosis of child.

Director Josh Whiteman on set watching a take while protecting his equipment from rain with a towel.

Les Hill on set.

Director Josh Whiteman on set with Redkite staff.