Client: Sydney Children’s Hospital Foundation, CURING HOMESICKNESS (2019)

AGENCY: CHE PROXIMITY

Role: Social and influencer strategy

We developed a robust a multi-channel earned, owned and leveraged strategy to generate mass awareness for Curing Homesickness and encourage the Australian public to donate. Bringing together the Sydney Children’s Hospital Foundation, state hospitals from around the country and partnerships with major Australian brands like Coles and Assembly Label. 

For each partner, we took a multi-faceted approach and developed a bespoke earned campaign strategy that would help them best amplify the messaging around their individual initiatives with varied calls to action for consumers. We used data, spokespeople, influencers and real life case studies to help us extend the conversation further and generate UGC. We put together targetted Facebook Groups strategy that would help us tap into, and leverage the strength of the parenting communities surrounding these hospitals. 

The campaign launched with a 2-minute film (below) that told the story of Ali - a fictional patient who misses her mum’s sause (misspelt for a reason). Ali’s cause goes viral around the country, and Aussies rally together to bring her the sauce. The film featured donated names like Rose Byrne, Nicole Kidman and a handful of other well-known Australians.

Partnering with Coles Supermarkets, real ‘Mum’s Sause’ was stocked on shelves. We worked with their corporate communication teams to idea a national and local outreach campaign using a variety of tactics including media and influencer sampling, stunts and vision opps.

Working with Assembly Label we created a charity t-shirt, targeted to their customers, staff, influencers and fashion and lifestyle media.A key focus was securing ambassadors to model the tees and we negotiated for Australian actress and supermodel Gemma Ward to be shot by renowned fashion photographer Georges Antoni. 

By campaign end, over 200 influencers including Rozalia Russian, Talisa Sutton, Mia Freedman, Gemma Ward and Marcia Leone had rallied behind the cause and posted content in support - without a single dollar changing hands. 

Results:

• 26.7m in reach

• 650 pieces of media coverage: 518 broadcast hits, 10 print hits, 113 online across a range of different verticals including mainstream news, fashion, lifestyle, food, advertising trade, non-for-profit, parenting and entertainment media.

• $1.8m in donated media

• #1 selling pasta sauce, also fastest selling Coles sauce

• $600k funds raised so far

• More than 86,000 organic video views of the launch film on owned channels

• More than 200 social posts from influencers, partner brands and UGC.