Australian cancer charity Redkite’s newest advertising campaign, ‘Fly the Redkite’ recognises the strength and courage of Australian families affected by cancer.
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.
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.
Creative: Brand Council
Production: Alibi Pictures
Media services: Unity Communications
Colour grading: Frame, Set & Match
Digital: Mentally Friendly
Public relations: Lighthouse Communications Group
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]