Fundraising PR · Community · Campaigns and strategy · Advertising · PR and media · Social media · 2020-2022
Red Nose Australia
Red Nose Day campaigns
Three Red Nose Day campaigns for Red Nose Australia, which supports families through the loss of a baby or child. We created and ran the campaigns with Red Nose’s marketing and fundraising team: PR, advertising, billboards, social media, talent and ambassadors, including The Wiggles.
$2.2M+
raised across the three Red Nose Days we supported
13.7m
estimated campaign reach, 2020
3
campaigns, 2020 to 2022
What we did
3 projects, most recent first.
2022
Red Nose Day 2022
A PR, talent and media campaign for Red Nose Day 2022. Upstride donated half its project fee as in-kind support.
- Secured The Wiggles, who created and fronted the campaign TV and radio ads from scripts we wrote, plus a Sunrise appearance on Red Nose Day
- An ambassador and influencer list, and 19 case studies across four states
- Media buy with Nine and Nova: 1,026 TV spots delivered against 114 promised
- 52 targeted pitches and four media alerts
$735K raised by end of August 2022
440 news reports
7.5m estimated media reach
2021
Red Nose Day 2021
Building on 2020 to help Red Nose reach a bigger $700,000 goal.
- Market research, and a survey of new and expectant dads for a strong media angle
- Media buy strategy across TV, radio, outdoor and social
- Ambassador and Media Kits, influencers and case studies
- Media partnerships with Nova and Channel 9
~$900K raised, against a $700,000 goal
10.9m estimated campaign reach
$741K in online donations, against a $250,000 goal
2020
Red Nose Day 2020
We created the campaign to reach professionals aged 28 to 55 and bereaved families, and to help Red Nose raise $500,000.
- Two Digital Red Nose AR filters, created with Phoria
- Billboards with JCDecaux featuring families’ own photos
- Partnerships with Channel 9 and Nova, with $290,000 of in-kind radio advertising from Nova
- Ambassadors including Jimmy Rees and Geelong Football Club, plus national media
$600K raised, against a $500,000 goal
13.74m estimated campaign reach
7.4m advertising reach