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
By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]
Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]