AUCKLAND, Today: Downtown shop Anthem (which began life as a PR firm before reinventing itself as a full-service creative agency) has helped Cure Kids launch a new-look Red Nose Day campaign aimed at helping the charity to deliver on its mission to fund “big research for little lives”.
The campaign started with an interactive storybook app Back Home to You, A Red Nose Fable – the result of a collaboration with award-winning animation director/illustrator/designer/writer Raymond McGrath.
Cure Kids worked with Anthem, who came up with an engaging concept – the idea to digitally tell the story of the red nose – and worked to find an author and illustrator to bring the story to life through an imaginative adventure for children.
They found both in McGrath.
The story’s aim is to communicate the message that Cure Kids’ research helps Kiwi kids with life-impacting illnesses.
“We are proud to be part of this beautiful campaign.”
All profits made from purchasing the app will go towards the $1.2 million fundraising target.
Anthem MD Jane Sweeney said: “We are proud to partner with Cure Kids and are especially thrilled to be part of this beautiful Red Nose Day campaign.”
Anthem developed the creative strategy and executed the campaign across multiple channels including sponsored advertising, social media and earned media, as well as Cure Kids’ corporate partners’ channels.
The agency selected Kiwa Digital to create an immersive interactive app (scroll down for the link) and worked with strategic media agency Together who provided channel strategy support.
Kiwa ceo Steven Renata said:“Our production team has loved helping bring Raymond’s story to life. Our kaupapa is based on making literacy accessible for all New Zealanders. We understand the value of reading and how an interactive immersive experience can deepen engagement in a story.”
Cure Kids ceo Frances Benge said: “This year we wanted a totally fresh approach to engage everyone living in Aotearoa with Red Nose Day.
“We are thrilled with our new look digital campaign. Raymond’s story is an imaginative way of bringing to life how Cure Kids funded research brings hope to tamariki right across New Zealand. We want to share this story far and wide.”
CREDITS
Client: Cure Kids
Chief Executive: Frances Benge
Brand & Reputation Manager: Maria Hutcheson
Philanthropy & Marketing Director: Sue Giddens
Illustrator & Author: Raymond McGrath
Agency: Anthem
Executive Director: Suzy Clarkson
Account Director: Camille Middleditch
Account Manager: Chloe Ogilvie
Creative Director: Tor White
Kiwa Digital ceo: Steven Renata
Executive Chair: Jill Tattersall
Production: Bryan Field
App Deployment Manager/Production Ed: Josh Preston
Together: Rufus Chuter (Managing Partner)
About the app
A donation of $11.99 gets you Back Home to You, A Red Nose Fable by Raymond McGrath. It’s available on Apple, Microsoft and the Google Play store and all proceeds go to Red Nose Day Appeal. The storybook can be downloaded on your own device to enjoy or you can choose to gift it to someone.
- To donate and download on Apple click here
About Cure Kids
Cure Kids is New Zealand’s largest charitable funder of child health research. Cure Kids is committed to finding better treatments and preventative strategies for a wide range of serious child health conditions including child cancer, obesity, autism spectrum disorder, asthma, inherited health conditions, mental health, infectious diseases, epilepsy, and type 1 diabetes, among many others. Since forming more than 45 years ago, Cure Kids New Zealand has invested more than $40 million in New Zealand research which has helped to shape and vastly improve the way children who live with serious diseases and health conditions are diagnosed and treated.
About Red Nose Day
Red Nose Day is Cure Kids’ flagship fundraiser which helps fund valuable child health research in New Zealand. The Red Nose appeal month runs September 1-30, with Red Nose Day itself on Friday 27 September.
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