Archibald Williams has launched a fully integrated campaign for the Sydney Children’s Hospital Foundation (SCHF) to raise funds for kids’ health and build awareness of the appeal.
The campaign encourages the community to go all in for kids’ health with a charitable contribution. It gives them the opportunity to see that this otherwise ‘ordinary’ action could be extraordinary if they put it towards SCHF and kids’ health.
The children undergoing treatment at the hospitals don’t dream of being extraordinary (they already are), they dream of just being able to live an ordinary childhood. So, the campaign is as much about celebrating all the many joys of childhood as it is about highlighting the tragedy of paediatric illness and disease.
Thanks to three exceptional children and their families, Archibald Williams brought the campaign line, “Every Child In Hospital Is A Childhood On Hold”, to life with the use of real patient stories. The agency created a visual timeline of these kids’ lives pre-sickness, reminiscent of a phone’s camera reel, conjuring a real sense of nostalgia for the audience. This is then juxtaposed with a hard-hitting image of the child in hospital, highlighting the sad reality that these children are missing out on doing what they do best: being kids.
Kate Ferguson, general manager at Sydney Children’s Hospitals Foundation added: “It’s been incredible seeing this campaign come to life. We have the pleasure of working withs so many inspiring families, so to be able to tell their story in an authentic and compelling way is extremely rewarding. We have an ambitious fundraising goal, but we believe we can get there thanks to the support of AW and the community this Sydney Sick Kids Appeal.”
Matt Gilmour, executive creative director at Archibald Williams, added: “We’re so happy to be working with SCHF on this campaign and if we can help them achieve their goals and help families and sick kids as a result, we will all be very proud”.
View the video here.
