Cure Kids encourages Kiwis to ‘Go Red’ for Red Nose Day in new campaign via Bastion Shine
Integrated communications agency Bastion Shine, in collaboration with Cure Kids, is transforming the iconic Red Nose Day campaign with an embarrassing twist in a bid to raise crucial funds to support big research for little lives.
The campaign has launched with a video featuring much-loved Kiwi comedian, Chris Parker.
With Cure Kids making the decision to retire the traditional red foam noses in New Zealand for environmental reasons, Bastion Shine has designed the Go Red for Red Nose Day challenge. Because, what’s a little embarrassment to help Cure Kids?
Launching via out of home, PR and social media, the month-long campaign encourages participants to create and undertake embarrassing challenges that will make them “Go Red”. Whether individuals take up their own challenge or support public figures’ fundraising efforts, every act of embarrassment translates directly into donations for Cure Kids.
To extend the campaign’s reach and donations, some of New Zealand’s most well-known personalities are pledging to Go Red with their own embarrassing challenges, starting with NZ Warriors legend Dallin Watene-Zelezniak and radio hosts Jono Pryor and Boyce.
“We’re confident we’ve struck the right balance of injecting a new spin on such an iconic property. These things build over time, but we’re thrilled by the initial support we’ve received for the ‘Go Red’ idea,” said Bastion Shine’s Chief Creative Officer, Rich Maddocks.
Cure Kids, Aotearoa New Zealand’s largest non-government funder of child health research, raises funds to support critical research so big breakthroughs can happen in child health. Red Nose Day is their biggest annual appeal.
“We love the fun and comedic nature of this new theme. It’s a great feeling knowing we can put a smile on people’s faces, all while supporting research projects that address some of the most important issues facing our tamariki,” said Maria Hutcheson, Head of Marketing for Cure Kids.
“It is such a privilege to be able to work with Bastion Shine to reinvent Red Nose Day for 2024, and we are thrilled with the campaign they have delivered”.
Go Red for Red Nose Day will run from July 1 – 31, with Red Nose Day itself taking place on July 5. Cure Kids’ Red Nose Day is also the official charity partner of NZCreatorCon, Aotearoa New Zealand’s largest conference for content creators, brands and agencies, which is supported by Meta and TikTok.
For more information on how to participate or support Go Red for Red Nose Day, visit https://www.rednoseday.co.nz/fundraise/community.
Bastion Creative
Chief Creative Officer – Rich Maddocks
Copy Writer – Rachel Jamieson
Art Director – Hamish Cullen
Creative Technologist – Matt Ellwood
Business Director – Jax Kenrick
Executive Producer – Pip Mayne
Bastion Design
Designer – Tim Wightman, Hannah Christensen
Head of Design – Danny Carlsen
Bastion Make
DoP – Dylan Fraser-List
Editor – Allan George, Dylan Fraser-List
Producer – Chamolie Thomson
Bastion Amplify
PR Business Director – Ophelia Buckleton
Social Media Director – Hamish Russell
Studio 230 – Flying Fish
Sound Design – Liquid
Stills Photography – Fraser Clements