Raising awareness & connections

A leading charity that supports young cancer patients and their families.

The Objective

Raise awareness, emotional connection and financial support for Redkite.

What we did

We created a viral “Trade-a-treat” campaign that challenged Aussies to trade a regular treat, like coffee, for one week and donate the money saved to Redkite.

Celebrity ambassadors such as Adam Spencer; Tracy Grimshaw; Joel Jackson; Scott Gooding and David Griffin drove the message through social media and news stories during Childhood Cancer Awareness month, along with Redkite families and other digital influencers.

Traffic was directed to a microsite that further emotionally engaged supporters with stories and videos, and enabled them to donate. https://tradeatreat.org/

Results

Raise awareness, emotional connection and financial support for Redkite.

  • Digital content reached more than one million Aussies;
  • 8,000 clicks to “Trade a Treat” microsite.
  • National newspaper coverage
  • Metro and regional radio interviews
  • TV ad radio community announcements
  • Support from prominent ambassadors on and offline