Remaking the iconic Red Nose Day fundraising campaign

Upstride helped Red Nose exceed its goal and raise $600,000 to help put an end to stillbirth, SIDS, via our Red Nose Day campaign


Every day in Australia, 9 little lives are lost suddenly and unexpectedly - that's 3,000 babies a year and tens of thousands of shattered lives.

In 2020, Red Nose Australia selected Upstride to run its iconic Red Nose Day fundraising and awareness campaign. Our goal was to raise $500,000 to help fund Red Nose's life-saving education programs, ground-breaking research and support services for grief-stricken families - support services that were in higher demand than ever during the coronavirus pandemic.

Upstride’s full service campaign strategy centred on generating mass awareness online via Red Nose's first digital red noses - filters we created for Instagram and Facebook, developed by our immersive partner, Phoria - and a strong User Generated Content (UGC) strategy.

We generated successful media partnerships with Channel 9 (TV ads), Nova/Smooth FM (radio), JCDecaux (outdoor), sourced and worked with ambassadors, influencers and case studies, and generated an enormous campaign following through our UGC.


Our media launch, mid-campaign media, social media, advertising and Red Nose Day activation helped the campaign achieve a cumulative audience reach of almost 14 million.