

Brief:
The Red Cross Children’s Hospital wanted to raise funds through donations for building a bigger ICU. The Children’s Hospital Trust is a hospital dedicated entirely to children – especially children predominantly from impoverished communities throughout South Africa and Africa – is critically important. So important, that it needs a champion to make sure that it’s able to keep doing the phenomenal work it does.
Concept:
There are some words that kids shouldn’t know, but kids with chronic illnesses have little choice. The idea behind this campaign was to change the conversation when talking about children’s chronic illnesses from something negative to something positive – so that children with chronic illnesses could get better and back to their childhood.
Strategy:
We sent kids’ learning blocks to influencers with the word ‘tumour’ spelled out, we asked them to make a new word and retweet it, while calling for donations. Along with a television commercial and an online video, which showed healthy kids that don’t know what the word ‘biopsy’ means and juxtaposed that with a little girl that knew what the word meant, because she was being treated for a chronic illness, we had a call to action that encouraged people to donate and help build the new ICU unit. The drive was also supported by a radio ad and print in local media.