SCHF calls for donations to light up Christmas for sick kids
Sydney Children’s Hospital Foundation has launched its annual Christmas appeal in an integrated campaign from Marlin Communications.
The ‘Light up Xmas Appeal’ raises funds for thousands of children across New South Wales who will spend their Christmas in hospital.
The annual campaign was this year created in partnership with Sydney-based creative agency and fundraising experts Marlin Communications, with the campaign spanning from a 60-second TVC to integrated digital fundraising and direct mail.
Ellen Marshall, head of brand, marketing and communications at SCHF said: ”We wanted to turn traditional charity appeals on their head by developing an integrated Christmas campaign with an uplifting narrative that leaves people feeling inspired and motivated to donate. We’re really happy with the end result, and we can’t wait to see how the campaign performs in market – ultimately helping sick kids both now and into the future.”
The TVC tells the personal story of a child coming to terms with Christmas in hospital, following her inner monologue. A voice over tells the viewer that they have the power to help make a sick child’s Christmas magical, with the scene transforming as with monitors and overhead lights turning into Christmas decorations. The harsh clinical sounds of the heart monitor are replaced by the warmness of the Christmas carol ‘We Wish You A Merry Christmas’.
“We utilised the sights and sounds of hospital and transformed them into the warmth and hope of Christmas, establishing the role of the donor in a way that is visually and emotionally engaging,” said Marlin Communications creative director, Clayton Thomas.
The campaign aims to raise a record-breaking $8 million, providing the funds they need to go ‘all in’ for sick kids in 2023.
Credits
Client Team:
Head of Brand, Marketing and Communications, Ellen Marshall
Individual Giving Manager, Tess O’Sullivan
Campaigns Manager, Nicole Ilacqua
Direct Marketing Coordinator, Karmen Hardi
Agency: Marlin Communications
Creative Director and writer, Clayton Thomas
Art Director, Matthew Ware
Account Strategy Director, Jasmine Coronado
Senior Account Manager, Simone de Villiers
Production: Magnify
Photographer: James Horan
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topics
Clayton Thomas
Ellen Marshall
Marlin Communications
Sydney Children’s Hospitals Foundation
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