CHE Proximity: Australian Children’s Hospitals, Curing Homesickness

Honourable Mention: Advertising, Integrated Campaigns

This campaign aimed to create a new funding stream for children’s hospitals in Australia, which rely on donations for the vital funds needed to treat sick children. Australians regularly donate to charities, but since children’s hospitals deal with a variety of illnesses, there was no one unifying and relatable cause to engage potential donors.

Research shows that children often suffer from homesickness while in hospital. With this insight, CHE Promixity launched a new initiative, Curing Homesickness, which brought together eight children’s hospitals from across Australia for a unified mission – to cure homesickness by getting kids home from hospital sooner.

To inspire the nation to get behind the project, the team created the fictional story of Ali, a little girl in hospital who misses her mum’s pasta sauce. Ali’s story was narrated in a film that documented real-life brands, media and celebrities rallying behind her. Various products associated with it – including jars of ‘Mum’s Sause’ – were available to buy at various retailers, including Australia’s biggest grocery chain, Coles, which donated profits from sales to the Curing Homesickness initiative. Mum’s Sause became Coles’ top-selling pasta sauce, and it has since committed to making it a staple product, helping to raise donations for years to come.

 

Agency: CHE Proximity
Chief Strategy Officer: David Halter
Client Partner: Mariana Rice
Account Executive: Albert Olsen
Creative Directors: Sam Dickson, Cameron Bell
ECD: Glen Dickson
CCO: Ant White
Director, Strategic Production: Holly Alexander
Head of Design: Darren Cole
Senior Designer: Vanessa Saporito
Designer: Callum McGregor
Director, PR: Georgia Wright
Senior Account Director, PR: Judy Chung
PR: Courtney Kovacevic
Investment Manager: Elizabeth Lonsdale
Head of Editorial & Social: Anna Horan
Social Lead: Sophie Doyle
Senior Social Creative: Annisah Ibrahim
Social Creative: Henry Clarke
Head of Print Production: Shayne Simpson
Sydney Children’s Hospital CEO: Nicola Stokes
Head of Health Promotion: Tanya Sarina
Director of Development: Susan Wynne
Production Company: Revolver/Will O’Rourke
Director: Pete Baker
Managing Director/Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Executive Producer/Producer: Jasmin Helliar
Producer: Serena Paull, Ian Iveson
DOP: Geoffrey Simpson
2nd Unit DOP: Jordan Maddocks
Production Designer: Nicki Gardner
Casting: Citizen Jane Casting
Editor: The Glue Society
Grade & Online: Heckler
Design & Animation: Heckler
Music: Anton at Trailer Media 
Sound: Song Zu

JUNIOR GRAPHIC DESIGNER

Milton Keynes