Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon.
Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, this was unable to go ahead. So instead, this year the charity has partnered with Noisy Beast to take Bailey’s Day online for the first time, to tell Bailey’s story and encourage donations through ‘The Big-Hearted Bear’.
Rolling out across TV, radio, paid & owned social, digital and print, and amplified through PR and Influencer strategies, the campaign has been supported by Channel9 along with former AFL player and radio host Brendan Fevola and entrepreneur and photographer Alex Fevola.
Bailey’s Day is a children’s cancer charity founded by Patrick Tessier whose son Bailey passed away when he was just 2 and a half years old to a brain tumour. This was in 2004, at a time when there was a significant shortage of paediatric oncologists, meaning children with cancer only had access to treatment two half-days per week at Monash Medical Centre (where Bailey was treated). Now in its 16th year, Bailey’s Day has raised over $3.4 million for Monash Children’s Hospital and funded the training of 17 new paediatric oncologists.
In November 2020, Patrick received his OAM from the Governor of Victoria for his services to charitable organisations, namely for his work raising funds for the Monash Children’s Cancer Centre, through Bailey’s Day.
Credits
Noisy Beast:
Laura Butler, Account Director
Molly Debenham, Account Manager
Gareth Sweet & Sang Kim, Senior Creatives
Claire Crawford, Producer
Suwanit Downing, Studio
Amy Robinson, Media Senior Account Manager
Josh Sharpe, Media Account Manager
Annabel Jenkins, PR Manager
Mia Saffer, Social Media & Content Manager
Ash Goodall, Animator/Editor (It’s All Good)
Sunshine, Illustrator/Designer
Production Alley, Sound
Banner Bang Bang, HTML5 Development
