Banter erects playground ‘frozen in time’ for Sydney Children’s Hospitals Foundation
Brand experience and engagement marketing agency, Banter, has created a playground trapped in time for the Sydney Sick Kids Appeal – an initiative by the Sydney Children’s Hospitals Foundation (SCHF).
The playground – named Paused Playground – features a seesaw, swing and slide “frozen in place” to mimic the reality that hospital stays can unwittingly pause childhoods for sick children. Visitors are encouraged to bring the equipment to life by scanning a QR code to activate the augmented reality capabilities built into the activation.
By incorporating the technology into the display, the playground was developed to show people “where their money can go, with an immediate donation bringing the Paused Playground to life”.
SCHF PR manager, Coreena Hawkins, explained: “Every child in hospital is a childhood on hold. The Sydney Sick Kids Appeal aims to raise as much money as possible to help sick kids get back to doing the ordinary things that they love.”
“Tax time is an incredibly busy time of year, so we wanted to create something that would cut through the noise and demonstrate the impact of community support on the lives of sick kids. By strategically investing in generating awareness, we’re able to secure even greater philanthropic support to help all sick kids.
“We immediately loved the Paused Playground concept as soon as Banter presented it to us – we thought it was both creative and sensitive, with a powerful augmented reality element – and we can’t wait to see the impact this has on sick kids and their families right across NSW.”
The playground was designed as the focal point of a campaign spanning eight weeks, wrapping up at June’s end. The foundation’s goal is to raise $15 million to fund several areas of the hospital.
“As the exclusive charity partner of Sydney Children’s Hospitals Network, SCHF is dedicated to raising as much money as possible to support all sick kids, no matter where, no matter what,” said SCHF acting chief executive officer, Yvonne Stewart.
“Starting this week, and running until the end of June, Sydney Sick Kids Appeal calls on our local communities and generous supporters to help us raise $15 million in eight weeks to fund new equipment, clinical positions, groundbreaking research, build state-of-the-art facilities, and run patient experiences, including our in-hospital art program.
“While we’re fortunate enough to have a public health system in Australia that allows us to access good hospitals and services for our families, the funds raised by Sydney Sick Kids Appeal allow us to elevate them to great ones.”
Credit: Banter
The Banter team couldn’t ignore the importance of the campaign, ultimately producing work that they are “incredibly proud of”, according to agency co-founder Paul Den.
“It’s not often you get the chance to work on a brief like this,” Den said. “It’s always incredible to see a bold pitch idea come to life and deliver beyond your wildest expectations.”
“Our team are incredibly proud of the effort we’ve put in to bring this initiative to life and can’t wait to create more magic with the Sydney Children’s Hospitals Foundation.”
The Paused Playground is set up outside Customs House Forecourt in Sydney.
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