Redkite

Raising awareness of childhood cancer

Business Objective

As part of a longstanding corporate partnership, Redkite wanted to provide ongoing PR support to Coles to raise awareness of their joint initiatives and ultimately drive donations.

Strategic Approach

To ensure Redkite was always kept front of mind, Lighthouse developed a program of activities timed to key Coles events or campaigns throughout the year. The aim was to ignite difficult conversations around childhood cancer and stand out in the minds of potential donors.

Activity

Lighthouse created integrated communications activities throughout the year to promote different initiatives of the Coles/Redkite partnership, including:

• An eBook to celebrate Coles $30 million raised for Redkite
• Regional stories to acknowledge Dare to Dream Scholarship winners
• Media Easter Hampers to promote Coles Bunny Biscuit donations to Redkite

Commercial or Communications Outcome

With PR activities helping increase awareness of joint initiatives and driving consumers to Coles to donate, the Redkite and Coles partnership has raised almost $40 million for children with cancer.