Remaking the iconic Red Nose Day fundraising campaign

red nose black.png

2021

We helped Red Nose Day 2021 raise $900,000 via a national full service campaign spanning TV, radio and social ads, augmented reality, hard news media and matched giving social media

 

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.

 

With a goal to raise $700,000 on Friday 13 August - in the midst of ongoing national COVID-19 lockdowns across Australia - we created a hard news-focused campaign leveraging the unique situation to build a compelling case for fundraising.

 

Upstride’s month-long campaign leading into Red Nose Day focused on exclusive TV media drops, strategically timed data releases regarding stillbirth and SIDS, and other hard news angles.

 

We created a pre-campaign market research activity, with a COVID-themed survey of new dads that we successfully used to launch the campaign exclusively with Channel 9 across Australia.

 

The successful media partnerships we created with Channel 9 (TV ads), Nova/Smooth FM (radio) and JCDecaux (outdoor) continued to promote the campaign to new audiences.

 

Upstride also sourced and extensively worked with ambassadors – including The Wiggles, who we worked closely with to create our TVC. We also worked with influencers and many case studies to generate an enormous campaign following via media and social media storytelling.

 

Our social media efforts focused on the continued uptake of our AR Digital Red Nose Instagram and Facebook filters, case study sharing and ambassador support. We then shifted social media toward a matched giving campaign, thanks to a generous supporter who had agreed to match dollar-for-dollar funds raised for the majority of Red Nose Day.

 

Our campaign achieved a cumulative audience reach of almost 11 million Australians and exceeded our client’s fundraising goal by hundreds of thousands.

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.

 

With a goal to raise $700,000 on Friday 13 August - in the midst of ongoing national COVID-19 lockdowns across Australia - we created a hard news-focused campaign leveraging the unique situation to build a compelling case for fundraising.

 

Upstride’s month-long campaign leading into Red Nose Day focused on exclusive TV media drops, strategically timed data releases regarding stillbirth and SIDS, and other hard news angles.

 

We created a pre-campaign market research activity, with a COVID-themed survey of new dads that we successfully used to launch the campaign exclusively with Channel 9 across Australia.

 

The successful media partnerships we created with Channel 9 (TV ads), Nova/Smooth FM (radio) and JCDecaux (outdoor) continued to promote the campaign to new audiences.

 

Upstride also sourced and extensively worked with ambassadors – including The Wiggles, who we worked closely with to create our TVC. We also worked with influencers and many case studies to generate an enormous campaign following via media and social media storytelling.

 

Our social media efforts focused on the continued uptake of our AR Digital Red Nose Instagram and Facebook filters, case study sharing and ambassador support. We then shifted social media toward a matched giving campaign, thanks to a generous supporter who had agreed to match dollar-for-dollar funds raised for the majority of Red Nose Day.

 

Our campaign achieved a cumulative audience reach of almost 11 million Australians and exceeded our client’s fundraising goal by hundreds of thousands.

2020

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.