New Perth Children’s Hospital Foundation campaign aims to differentiate itself from other charities
The Perth Children’s Hospital Foundation and its creative agency, Wildlings have launched a new campaign, ‘This Close to the Fight’, shot from a child’s perspective.
The announcement:
Perth Children’s Hospital Foundation and Wildlings have teamed up with Mauro Palmieri, Rhythm Films, Carat and WA kids to get ‘closer’ than any previous campaign.
Shot from a child’s perspective, ‘This Close to the Fight’ is honest and raw, taking a playful look at life in hospital. Complete with odd angles and blurred shots, the campaign shows no qualms in getting up close and personal with everything from a doctor’s nose hair to state-of-the-art medical equipment, and even earthworms.
‘This Close to the Fight’ launched on Sunday 30 April with the TVC airing in WA across Channel 9 programs including Nine News Sunday, Lego Masters, and 60 Minutes.
In addition to the TVC, the multimedia campaign forms part of an omnichannel always-on brand strategy spearheaded by Carat for PCHF, extending to BVOD, radio, print, out-of-home and digital, as well as an organic #PCHFKidTakeover social challenge encouraging the public to support by sharing an image snapped by a child to their social media channels.
The official and largest fundraiser for Perth Children’s Hospital (PCH), PCHF has contributed more than $100 million towards the hospital over the past 25 years and is WA’s fourth largest philanthropic Foundation by funds distributed.
Wildlings creative director, Matt Wilson said of the campaign: “Many of these children are in a battle for life. When speaking to the families and doctors we knew this campaign had to be gritty, raw, and honest.
“Beautifully curated, retouched visuals simply wouldn’t suffice. Equally, we wanted to ensure we captured the innocent, playful moments which happen every day and not dwell on the ‘shock factor’ of seeing children who are visibly unwell. Our whole agency has been left in awe of the work that PCHF and all of the amazing hospital staff do each day.”
Perth Children’s Hospital Foundation head of marketing Donna Hall said the purpose of the campaign was to clearly differentiate PCHF from other charities, while at the same time, showcasing life in hospital from a child’s point of view.
“Our closeness to children’s health is PCHF’s biggest strength. We are in the same hospital, on the same floor and walk the same hallways as the doctors, nurses, and patients at PCH. Combined with PCHF being the only charity focused solely on fundraising for PCH, it’s what sets us apart,” she said.
“To allow our audience to experience just how close we are to the frontline, we needed to put the kids and their perspective at the heart of the campaign. From how they make sense of medical equipment through to introducing us to their favourite clinician or even a creepy crawly they’ve stumbled across outside, ‘This Close to the Fight’ captures the honesty, playfulness and wide-eyed curiosity that kids bring to almost any situation.”
Perth Children’s Hospital Foundation CEO Carrick Robinson said: “Brand campaigns are important to us strategically and will have a positive, long-term impact on our fundraising efforts – ensuring we can continue to attract the resources to make children’s healthcare in Western Australia the envy of the world and help WA kids get well and stay well.”
He added: “Wherever possible, Wildlings and PCHF have also aimed to keep campaign costs low, including through generous discounts from media and production partners as well as engaging on-screen talent and social media influencers on a pro bono basis.
“By extending our reach organically through the #PCHFKidTakeover social challenge, we will boost our profile and ensure more funds go directly to helping WA kids.”
To date, the #PCHFKidTakeover challenge has attracted support from celebrities and influencers with a combined national and international reach of over 2 million. To get involved, or to donate visit: pchf.org.au/kidtakeover
Credits:
Wildlings
Copywriter / CD: Matt Wilson
Art Director: Neil ‘Marty’ Martin
Account Director: Cait Totten
Graphic Designer: Garreth Bennett
Graphics and Animation: Jon Case
Director: Mikey Hamer
Producer: Candice Shields
Editor: Gemma Rule
Photographer: Mauro Palmieri
Perth Children’s Hospital Foundation
CEO: Carrick Robinson
Head of Marketing: Donna Hall
Brand and Marketing Coordinator: Shannon Parker
Digital and Social Manager: Sarah Nivison
Media and Content Manager: Samantha Mills
Child talent: Matilda Hall
Clinician talent: Prof. Nick Gottardo, Dr Fiona Wood
Agency: Carat
Source: Perth Children’s Hospital Foundation
