Campaign: ‘Fly the Redkite’ Recognises Families Facing Cancer

A red kite flying against a blue sky.

Australian cancer charity Redkite’s newest advertising campaign, ‘Fly the Redkite’ recognises the strength and courage of Australian families affected by cancer.

Kate O'Connell
Posted by Kate O'Connell

The poignant TVC is voiced by Aussie actor Joel Edgerton, best known for his roles in The Great Gatsby and Animal Kingdom. 

Fellow Aussie actor and long-time supporter of Redkite, Les Hill recruited media composer Les Gock to compose a soundtrack to raise awareness of the practical, essential support Redkite provides for families facing cancer.

Redkite general manager partnerships and marketing, Monique Keighery, said the brand awareness campaign is aimed at increasing understanding of Redkite’s services.

“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,” Keighery said.

“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 TVC was filmed over three months and captures families in everyday moments from ballet performances, bubble fights and backyard soccer matches.

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For the second time Edgerton has voiced the advertisement for Redkite and Keighery said they’re thrilled to have him on-board.

“We wanted someone who could bring an emotional quality to the simplicity of the script and Joel’s voice is the perfect accompaniment of strength and softness.”

The talent provided their services pro bono.

Media agency Unity Communications, led by managing director Mike Porter, has donated its services to negotiate pro bono advertising for the campaign. Porter has been a long-time supporter of Redkite’s and sits on the organisation’s New South Wales Regional Council.

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.

The ‘Family Flashback’ platform allows audiences to connect with the TVC in a more personal way by uploading photos to create their own version of the TVC in the form of an online video that can be shared with their loved ones, and on social platforms. The application is available on Redkite’s ‘Fly the Redkite’ campaign microsite.

Credits:

Creative: Brand Council

Production: Alibi Pictures

Media services: Unity Communications

Colour grading: Frame, Set & Match

Digital: Mentally Friendly

Public relations: Lighthouse Communications Group