CommBank has launched a socially-led campaign to support one of its longest standing community partners, the Clown Doctors, who make sick kids happy with laughter.
Until Thursday 2 April, for every ‘silly selfie’ shared on Instagram or Twitter with the hashtag #ClowningForKids, CommBank will donate five dollars to the Clown Doctors, so they may continue bringing smiles to the faces of sick and injured kids in hospital.
The campaign launched on Wednesday 18 March with a video content piece featuring three cricket legends from another of CommBank’s major sponsorships. Steve Smith, Brad Haddin and Nathan Lyon swapped their baggy greens for red noses, joining a Clown Round at Randwick Children’s Hospital to pay tribute to the Clown Doctors and meet a few fans.
The online video is being supported with digital display banners and social media advertising, including a first-time paid partnership with Instagram. In-branch ads and display advertising across CommBank’s digital platforms were also rolled out. This week in Sydney, a custom built JCDecaux panel fitted with an inbuilt camera and LCD touch screen will go live in Martin Place, allowing people to post their silly selfies on the spot and engage with the campaign in an offline setting. CommBank ambassadors, Kerri-Anne Kennerley and Michael Clarke, as well as partner, Cricket Australia, have also thrown their weight behind the campaign and posted ‘silly selfie’ content in support.
Vittoria Shortt, group executive marketing and strategy, Commonwealth Bank, said: “It’s important that we support our community partners above and beyond a signature on a cheque. We play a vital role in raising awareness of the important work of the Clown Doctors and help foster stronger engagement between the organisation and all Australians.
“This campaign taps into a cultural trend and natural social behaviour – the selfie – allowing people to make a difference to those in need with a few simple taps of their smartphone.”
Long-time Clown Doctor, Lou Pollard, AKA Dr Quack, said: “It looks like we Clown Doctors have some face-pulling competition on our hands! We are so excited to see the response so far. Sometimes having fun and laughing truly is the best medicine so we’re thrilled that CommBank is giving Aussies an opportunity to get behind us and help us make a difference to sick kids.”
Oliver Newton, NSW sales director, JCDecaux Australia, said: “We’re proud to deliver an interactive out of home solution that uses Innovate technology to generate instant crowd-funding to support the important work of the Clown Doctors.”
CommBank is the founding partner of the Clown Doctors, having supported the organisation for more than 16 years through the Bank’s Staff Community Fund. Current and retired staff make regular salary contributions to the Fund, which is matched by CommBank. As the Clown Doctors receive no government or hospital funding, these contributions – and the money raised through initiatives like #ClowningForKids – are vital to their continued existence.