SIDS and Kids re-brands as Red Nose, pledges to reduce child deaths in new campaign

Red Nose has unveiled its new brand identity along with an awareness campaign that aims to tackle the sudden death statistics of children under four years old.screen-shot-2016-10-13-at-1-54-54-pm

Formerly known as SIDS and Kids, the organisation, which began in 1977, aims to create awareness, change policy and drive education within communities about infant and child death.

Launched during Baby Loss Awareness Week, the organisation’s new campaign via Keep Left, aims to reduce the unexpected deaths of Australian children under the age of four from nine to zero.

The campaign features ‘The children are gone’, a one-minute content piece that shows a series of clips of everyday household scenes where children would be expected  to be seen, but are absent.

The ad includes a voice-over that reveals Australia’s infant and child sudden death statistics, and the pledge Red Nose has made to reduce these incidents.

The piece was inspired by a letter written 40 years ago, by Kareene Noelle Fitzgerald, SIDS and Kids founder, which will appear on the new Red Nose website and will be sent directly to stakeholder groups, including members of Parliament.screen-shot-2016-10-13-at-2-12-33-pm

Caroline Catterall, CEO at Keep Left, said of the letter: “Writing a letter has always been an effective way to communicate something significant and even in today’s digital world, a letter can cut through if you have something important to say.

“SIDS and Kids was founded on the back of a letter, and as the organisation takes on this new challenge and new name, we felt an updated letter was the right vehicle to tell this story with gravitas, and clearly frame the problem they’re pledging to solve,” she added.

The campaign will be rolled out over two weeks via digital and social, as well as broadcast media as a community service announcement. The push coincides with Red Nose’s rebranding and the launch of its new website.

Dentsu Mitchell will be responsible for broadcast and traditional media placement and as well as associated creative assets.

Following the campaign, ‘I’m in,’ a digital consumer and stakeholder campaign will be unveiled, which aims to target corporates, sponsors, influencer and the public, and call on their support.


  • Brand strategy development: FIT Sponsorship & Made by Big
  • Strategy & creative development: Keep Left
  • Content production: Keep Left
  • Public relations: Keep Left
  • Graphic design: Keep Left & Red Nose
  • Social & digital amplification: Keep Left
  • Website development: Malt Creative
  • Blogger & influencer engagement: Red Nose
  • Above the line media buy: Dentsu Mitchell

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