Redkite launches national awareness campaign

A special note for families: this campaign features families in the hospital setting and sharing their personal struggles with childhood cancer. It may be distressing to some people so if you need support, please contact us.

Why have we developed this campaign?

When a child is diagnosed with cancer, the focus goes naturally to their medical care. However, what diagnosis triggers is a long and traumatic experience for everyone in the family and those around them, which can have an impact on almost every aspect of life. Cancer puts each family member under extreme emotional pressure, challenges relationships, impacts career and education and threatens financial stability, in both the short and long term.

Childhood cancer can threaten the very survival of the family itself.

While this potential threat goes under the radar, family members may not seek the support they need to prevent and deal with these challenges and nor will those around them understand what they are going through and how to support them. This campaign aims to raise awareness of these challenges so more families, more family members and more of the community around them reach out for support.

All Redkite’s services are aimed at helping families find their own strength to keep going in the face of their child’s cancer. From diagnosis, throughout treatment and whatever happens when treatment ends, Redkite is there for families and their communities whenever and wherever they need us.

The creative

The creative for this campaign has been developed pro bono by independent creative agency SLIK and award-winning director, Josh Whiteman of Brand+Story.

The campaign is based on the experiences shared with us by the families we support. The story centres around a little boy and his family, honing into each family member’s personal struggle with his cancer.

This is a glimpse into their world.

TV Commercials

Print & OOH

Radio

Where will you see the campaign?

The campaign will be run nationally across TV, out of home, radio and digital.

Special thanks to Agnes Media who have provided their media buying services pro bono for this campaign, to our media partner, Nine, for helping us ensure that the campaign reaches every family who need us and our corporate partner, Stockland CARE Foundation, for donating billboards, media screens and social promotions across the country.

A special thank you

We are incredibly grateful to the community of generous creatives, agencies and organisations who have given their time and immense expertise for free to develop and promote this campaign. We cannot thank them enough for their passion to truly represent the families who we support and belief that no family should face their child’s cancer alone.

Creative & Production:
SLIK
Creative Director: Alex Schieder
Head of Production: Kyle Blandshard
Senior Copywriter: Sophia East

Video Production:
Director: Josh Whiteman from Brand+Story
Executive Producer: Jason Byrne from Guilty Content

Photography:
Michael Corridore from Photoplay

Sound:
Noise International

Media:
Agnes Media
Nine
Stockland CARE Foundation