This week a new-look Red Nose Day campaign has launched via Anthem, Kiwa Digital and Together to help Cure Kids deliver its mission to fund “big research for little lives”.
The launch of the interactive storybook app “Back Home to You, A Red Nose Fable” is the result of a collaboration between Cure Kids and several campaign partners and seeks to stand out in the competitive market of charity fundraising.
Cure Kids worked with communications and marketing agency Anthem, to come up with a unique and engaging concept for this year’s Red Nose Day campaign. The team at Anthem landed 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 award-winning animation director, illustrator, designer and writer Raymond McGrath.
The story’s aim is to communicate the hope that Cure Kids’ research provides to children in New Zealand living with life-impacting illnesses. All profits made from purchasing the app will go towards the $1.2million dollar fundraising target.
Says Jane Sweeney, managing director, Anthem: “We are proud to partner with Cure Kids and are especially thrilled to be part of this beautiful Red Nose Day campaign. To help bring Cure Kids’ iconic annual fundraiser to life for children and adults alike in a way that is sustainable, has been an amazing opportunity and a rewarding experience for the team at Anthem.”
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 and worked with strategic media agency Together who provided channel strategy support.
Says Steven Renata, CEO, Kiwa: “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 says for this year’s campaign they wanted a totally fresh approach to engage everyone living in Aotearoa with Red Nose Day: “We are thrilled with our new look digital Red Nose Day 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.”
Chief Executive: Frances Benge
Brand & Reputation Manager: Maria Hutcheson
Philanthropy and Marketing Director: Sue Giddens
Illustrator and Author: Raymond McGrath
Executive Director: Suzy Clarkson
Account Director: Camille Middleditch
Account Manager: Chloe Ogilvie
Creative Director: Tor White
Steven Renata, CEO
Jill Tattersall, Executive Chair
Bryan Field, Production
Josh Preston, App Deployment Manager and Production Editor
Rufus Chuter, Managing Partner