Foxtel has launched a community awareness campaign promoting bone marrow failure charity Maddie Riewoldt’s Vision, created by its in-house creative agency.
Focused on driving awareness across Australia, the 15- and 30-second TVCs feature young children and adolescents living with Bone Marrow Failure Syndromes.
Foxtel executive creative director, Guy Sawry-Cookson said: “Our Fox Creative team brought to life a vision that showcases the courage of these young children, and we hope this campaign inspires Aussies to get involved and support this very important cause.”
The creative campaign will feature a TVC that will air on Foxtel throughout the summer. The campaign strategy and creative was conceptualised, developed, and produced by Foxtel’s in-house creative agency, Fox Creative.
Maddie Riewoldt’s Vision was established by the Riewoldt family in memory of Maddie Riewoldt who sadly lost her battle with Bone Marrow Failure in 2015. The charity was co-founded by Fox Footy host, Nick Riewoldt, and helps raise awareness and funds for lifesaving research, support, prevention and ultimately a cure to the conditions that impact many young Australians and their families.
Amy Coote, CEO of Maddie Riewoldt’s Vision said: “Around 160 people are diagnosed with Bone Marrow Failure Syndromes each year and sadly, half will not survive. We’re grateful to Foxtel for helping Maddie’s Vision bring awareness to these devastating conditions, so that we can fight for better treatments and ultimately a cure.”
The Foxtel Group partners with a range of community organisations focused on improving health and mental wellbeing outcomes, particularly among young people. In FY22 the Foxtel Group donated $9.7 million in community service airtime.
CREDITS:
Fox Creative:
Executive creative director, Guy Sawrey-Cookson
Head of production, Anna Stamatatos
Design director, Sally-Anne Kerr
Creative director, Tim Buhagiar
Editor, Drew Morrison
Senior integrated producer, Celeste Marsden
Production manager, Ksenia Svistounova
Graphics, Matthew Roberts
Grade, Patrick Van Oorschot
Audio post director, Dave Hunter
DOP, Carl Allison
