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Redkite celebrates families in new campaign voiced by Joel Edgerton

Cancer charity Redkite is celebrating families in a new campaign which sees actor Joel Edgerton provide narration as it aims to raise awareness of the support it provides for families facing a child or young adult’s cancer.

Created by Brand Council, the spot celebrates families and urges audiences to do so too, with the warning “because who knows what life will look like tomorrow”.

Redkite general manager partnerships and marketing Monique Keighery said: “We know families are missing out, or finding Redkite too late in their cancer journey, which is why we are asking Australians to spread the word about the essential services we provide.

“The TVC encapsulates the essence of Redkite. When a child or young person is diagnosed with cancer, we support the whole family for the whole journey, lifting emotional and financial pressures.

“We want to celebrate families in all their diversity, and in a way that everyone can connect with. We know cancer doesn’t discriminate, and that family can mean very different things for different people. Redkite’s support is tailored to respond to each family’s unique circumstances, for parents, siblings, grandparents and extended family and all those close to a child or young person with cancer.”

The ad features a specially composed soundtrack by media composer and former Hush guitarist Les Gock.

The ‘Fly the Redkite’ campaign will run in donated timeslots and space across TV, radio and print. It will also appear online and will be supported by a user-generated content sharing platform that was developed by the winning team at a Coles-sponsored hackathon held by Redkite earlier this year.

Brand Council’s Fiona Day and Alibi Pictures’ Jeff Mackay and Edgerton provided their services pro bono.

Credits:

  • Campaign: Fly the Redkite
  • Creative: Brand Council
  • Production: Alibi Pictures
  • Media services: Unity Communications
  • Colour grading: Frame, Set & Match
  • Digital: Mentally Friendly
  • Public relations: Lighthouse Communications Group
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