To inspire Australians to shift their focus from consumerism to what really matters this festive season, Camp Quality, Australian children’s cancer charity, has partnered with award winning PR, social and experiential agency, Red Agency, to launch an Australian first reverse Advent Calendar, The Acts of Kid-ness Advent Calendar.
In the lead up to Christmas, families will be able to celebrate by completing an Act of Kid-ness Card written by Camp Quality families. ‘Kid-ness’ is a new term coined by both partners which has inspired this campaign. It represents the joy kids have for being in the world, the way they give to others with all their hearts, their boundless curiosity, enthusiasm and ability to be in the moment.
The campaign has already seen great success, with wave one of the product selling out in less than one week. This included 1,000 Advent Calendars with numbered bags, 25 Act of Kid-ness Cards and a box of Arnott’s Tim Tam Bites, thanks to Camp Quality’s long-standing sponsor Arnott’s.
To shed some light on the families who are supported by Camp Quality and where the proceeds of this campaign would go, Red Agency and Camp Quality created a content film which shares the story of a Camp Quality family, who have completed the ultimate Act of Kid-ness throughout their cancer experience. The content piece was completed end to end by Red Agency, including creative development and production.
Kylea Tink, Camp Quality CEO, said “To say that we’re overwhelmed by the support we’ve received so far for this year’s festive campaign is an understatement! Selling out in under one week is a fantastic result for us, and the Camp Quality families who helped us create the Acts of Kid-ness Cards.
“The Acts of Kid-ness Advent Calendar follows the success of the Camp Quality Christmas Cracks Ups in 2016, that we also worked on with Red Agency, so we’re glad to see that this is just as popular.
“We’ve now launched wave two of the campaign which includes 25 Acts of Kid-ness Cards for Christmas which families can experience together each day of December,” Kylea said.