The Cure Kids Annual Red Nose Day fundraising appeal is the highlight in this remarkable charity’s calendar.
Anthem have worked with Cure Kids for several years to generate awareness and drum up support for its iconic Red Nose Day campaign through securing media coverage across television, radio, print and digital channels.
Since 2019, each year’s Red Nose Day has come with its own unique communications objectives and context – a challenge the Anthem team love cracking into every time.
With a myriad of children’s charities competing for donations, in 2019 Anthem helped Cure Kids stand out from the crowd through its new brand proposition “big research for little lives”. Anthem developed the creative strategy for Red Nose Day, which focused on building an educational storybook app for kids, titled ‘Back Home To You’. Collaborating with digital specialists Kiwa Digital and award-winning author and illustrator Raymond McGrath, the storybook app included English and te reo Māori narrations, which were delivered by New Zealand celebrities Toni Street and Stacey Morrison. Eleven-year-old Cure Kids ambassador Eva also narrated her version of the story, and all proceeds donated to Cure Kids’ Red Nose Day Appeal.
Anthem was tasked with the creative direction for Red Nose Day 2020, and to devise a tactical, earned media strategy to amplify the need for donations in a time when traditional fundraising methods were disrupted by Covid-19. Anthem’s primary focus was on leveraging the Cure Kids Impact Report by highlighting the some of the most staggering health breakthroughs and how these have changed the lives of Cure Kids child ambassadors. The result was 16 items of earned coverage, with a total reach of 687,000 New Zealanders. One highlight was securing The AM Show’s roving reporter Aziz Al Sa’Afin to spread the Red Nose Day joy through ongoing live crosses throughout the morning.
2021 marked a significant year for Cure Kids, as Red Nose Day coincided with the charity’s 50th anniversary celebrations. With Covid once again impacting Cure Kids’ ability to run large-scale events, a strong media strategy was required even more to drive awareness and draw attention to the important research initiatives funded by the charity, including a tiny implantable device to measure the brain pressure for children with hydrocephalus. Anthem secured a total of nine pieces of coverage with a combined reach of 355,000. This included landing unique segments on TVNZ’s Breakfast and AM – Aotearoa’s two most popular morning breakfast shows.
In 2022, Red Nose Day coincided with a breakthrough in research into Batten disease treatment, which some will recall from the Cure Kids campaign started in 2012 with the help of Flight of the Conchords. Anthem used this research breakthrough to connect with media targets, securing a longer form interview with a Cure Kids research lead and a family impacted by Batten disease in Newsroom. In addition, Anthem communicated with regional media to share hyperlocal stories, including Over the Top Helicopters in Queenstown emblazoning their helicopter fleet with red noses and donating 10% of sales directly to Cure Kids.
Red Nose Day is a highlight of Anthem’s calendar every year, and we’re delighted to have been able to support Cure Kids’ worthy cause over the years.