CHE Proximity Unveils ‘Curing Homesickness’, A Fundraising Initiative For Australia’s Children’s Hospitals

CHE Proximity Unveils ‘Curing Homesickness’, A Fundraising Initiative For Australia’s Children’s Hospitals
SHARE
THIS



In an Australian first, Curing Homesickness will see children’s hospitals from across Australia raise funds together alongside A-list celebrities and brands like Coles, The Walt Disney Company Australia and New Zealand, Assembly Label, Pasta Pantry, NRL, and eBay. Money raised will fund equipment, care and research to get kids home from hospital sooner.

The work of CHE Proximity and directed by the Glue Society’s Pete Baker, Curing Homesickness launches with a movement called “Mum’s Sause”. The film is about a young girl in hospital named Ali, who despite all she’s going through, misses her mum’s pasta “Sause”.

The film follows the story of how her brother spots a handwritten note from Ali who has misspelt the word ‘sauce’. The note becomes a social post, a social post becomes an internet sensation, and “Mum’s Sause” becomes a symbol that unites brands, celebrities and the community to cure homesickness. Ali’s story isn’t real, but homesickness is, as the story represents the hundreds of thousands of kids in Australian hospitals every year.

The film features Australian celebrity cameos from Rose Byrne, Lee Lin Chin, Hamish Blake, G Flip, Mia Freedman and news presenters from Nine and 10. Other celebrities have also joined the mission including Nicole Kidman and NRL sports teams, who have all rallied around the cause to help raise awareness for the movement. Demonstrating the power of social media, it is hoped that life will imitate art with all of Australia helping spread the message about curing homesickness.

Homesickness is the distress or impairment caused by separation from home and severe homesickness in children can lead to social and behavioural problems, anxiety and coping issues, and feelings of helplessness. Studies show that severe homesickness symptoms actually worsen in children the longer they are away from home. The cure for homesickness is home.

Half of hospitalised children suffer from moderate to severe levels of homesickness. By shifting the focus from the medical condition to addressing homesickness (emotional wellbeing), it provides a single-minded approach to fundraising that can unite all hospitals to unlock new donations. No matter the illness, injury and ailment these kids come in with, Homesickness is something they all share. If Australia can rally together and cure it, the hospitals are well on the way to beating any sickness, and getting kids home where they belong.

David Halter, chief strategy officer at CHE Proximity said: “This project started two years ago with a request from Nicola and the board to help increase donations.

“During our hospital visits, we noticed a simple insight: Kids who are in hospital for a particular sickness also have another sickness that Australians are currently unaware of – homesickness.”

Ant White, chief creative officer at CHE Proximity said: “Mum’s Sause is designed to not only be part of culture but inject itself into it. We are purposely blurring the line between reality and fiction. Apart from Ali and her family, who are based on the stories of millions of Aussie families, everything in the film is real – Coles made Mum’s Sause, Assembly Label printed tees, Disney are hosting special screenings, Pasta Pantry are donating parts of their menu, eBay are contributing in a big way too. These are just some of the ways people can become part of the story. Even the influencers, newsreaders and journalists in the film will be posting, sharing and airing content today mirroring the story.

“People want to be part of good stories today. It’s a form of social currency. We wanted to create a movement that allowed people to join in, and make a real difference, not just a campaign that pulls at the heartstrings. But we’re sure it will do that too,” White said.

By raising money to tackle homesickness head on for the first time, the Curing Homesickness initiative will be helping every child in our partner hospitals, ensuring the very best equipment, research and services are available to get them back home sooner.

CREDITS:

Sydney Children’s Hospital:

Nicola Stokes – CEO
Mark Stewart – General Manager of Fundraising Tanya Sarina – Head of Health Promotion
Susan Wynne – Director of Development
Lisa Woolfjones – head of partnerships

CHEP AGENCY:

David Halter – Chief Strategy Officer Mariana Rice – Client Partner
Albert Olsen – Account Executive

Ant White – Chief Creative Officer
Glen Dickson – Executive Creative Director Sam Dickson – Creative Director
Cameron Bell – Creative Director

Holly Alexander – Director, Strategic Production

Darren Cole – Head of Design Vanessa Saporito – Senior Designer Callum McGregor – Designer

Georgia Wright – Director – PR
Judy Chung – Senior Account Director – PR Courtney Kovacevic – Senior Account Manager – PR

Elizabeth Lonsdale – Investment Manager

Anna Horan – Head of Editorial & Social Sophie Doyle – Social Lead
Annisah Ibrahim – Senior Social Creative Henry Clarke – Social Creative

Shayne Simpson – Head of Print Production Avery Clark – Production Manager
Katrina Ansford – Digital Producer

PRODUCTION COMPANY:

Production Company – Revolver/Will O’Rourke
Director – The Glue Society
Managing Director / Executive Producer – Michael Ritchie Executive Producer – Pip Smart
Executive Producer/Producer – Jasmin Helliar
Producer – Serena Paull & Ian Iveson
Director of Photography – Geoffrey Simpson
2nd Unit DOP – Jordan Maddocks
Production Designer – Nicki Gardner
Casting – Citizen Jane Casting
Editor – The Glue Society
Grade & Online – Heckler
Design & Animation – Heckler
Music – Anton at Trailer Media
Sound – Song Zu

Please login with linkedin to comment

Ad campaigns CHE Proximity Coles Mum’s Sause

Latest News

Kathmandu Launches An ‘Out There’ Sonic Logo
  • Campaigns

Kathmandu Launches An ‘Out There’ Sonic Logo

Outdoor lifestyle brand, Kathmandu, has teamed up with international music agency, MassiveMusic, to bring the brand sonically to life with the launch of a distinctive audio identity. What do you get when you combine the sound of you outdoors, a wooden melody and a unique bird call? The Sound of Kathmandu. Sound gives shape to […]

#OnlyOnTwitter: Top Moments In Australia 2021
  • Campaigns
  • Technology

#OnlyOnTwitter: Top Moments In Australia 2021

Twitter’s top moments in Australia revealed that this year, not unlike last, has been a unique one for us Down Under but our sense of humour and shared love of sport were a few things that helped us get through together. Twitter has been focused on serving the public conversation while connecting people with the […]

Method Announces Agency Development Partnership With Snapchat
  • Marketing

Method Announces Agency Development Partnership With Snapchat

Creative technology studio, Method has been selected as one of Snapchat’s first agency development partners across Australaisa. As one of a group of early Snap Development Partners selected across Australia and New Zealand, Method is able to provide clients with the opportunity to design and create Snapchat filters and games aimed to reach audiences across […]

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk
  • Advertising
  • Campaigns

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk

Big Ads and The Trade Desk have joined forces to enable traders to build rich media ads which are ready to serve at the touch of a button. Once built-in Big Ads’ creative & deal ID platform Buddy, the tags are deployed directly to The Trade Desk for the campaign to go live. Tech teams […]

Pinterest Expands Parental Leave Policies
  • Campaigns

Pinterest Expands Parental Leave Policies

Pinterest’s progressive parental policies are being expanded company wide. Beginning on January 1, 2022, employees in all global offices will have a minimum of 20 weeks of parental leave. This benefit extends to adoptive parents who will also have 20 weeks of paid leave which was previously 16 weeks. This is in addition to an […]

Acast Nabs Daisy Smith As New Regional Automation Director
  • Marketing

Acast Nabs Daisy Smith As New Regional Automation Director

Independent podcast company, Acast, has further grown its Australia and New Zealand team, hiring Daisy Smith as the region’s new automation director. Having jumped ship from Nielsen, Smith will now lead Acast’s local programmatic advertising offering, as the company continues to develop automated ad buying for agencies and direct clients. Smith boasts previous experience with […]

SCA Teams Up With Salesforce
  • Campaigns
  • Media

SCA Teams Up With Salesforce

SCA has teamed up with Salesforce. Although that's not to suggest Salesforce will be hosting the Triple M Grill Team.

Rethink Ink: A Fire Inside
  • Media
  • Partner Content

Rethink Ink: A Fire Inside

It's the latest in B&T's series of Re-Think Ink. That's the power of print and not anaphylaxis from ordering the squid.

Meltwater Appoints John Bissinella As Enterprise Solutions Manage
  • Campaigns
  • Media

Meltwater Appoints John Bissinella As Enterprise Solutions Manage

Meltwater has appointed seasoned media intelligence executive, John Bissinella as enterprise solutions manager for ANZ to help drive the continued expansion of its Enterprise solutions. He joins with a remit to consult Australia and New Zealand’s largest organisations on how to leverage the most comprehensive news, social and customer insights data available. Meltwater’s enterprise team […]

Sixt Teams Up With Bastion For A New Integrated Campaign
  • Campaigns

Sixt Teams Up With Bastion For A New Integrated Campaign

Global vehicle rental and mobility provider, Sixt, has teamed with Bastion Creative and Bastion Experience for a new integrated campaign. After launching into the Australian market, Sixt is now leveraging its “Above and Beyonding” brand positioning with eight separate film executions, several digital, print, and outdoor components, and specific creative to support its 163 retail […]