Camp Quality, Australia’s most trusted children’s cancer charity, relies heavily on public donations to support its work to help children affected by cancer and put a smile of their faces. It’s a highly competitive space at Christmas time and Red was briefed to create a cut-through campaign with potential for future years.
This needed to be delivered with zero media dollars, relying solely on the creativity of the idea amplified by social and PR within a six-week period and a very hard deadline of December to meet our goals.
We knew the majority of Australians find traditional Christmas crackers boring and a waste of money, so we created Camp Quality’s first ever consumer product, Camp Quality Christmas Crack Ups, Christmas crackers that are truly funny!
We enlisted Australian comedian, Andrew Barnett whose young son underwent a two-year cancer journey, as the face of our campaign, supported by Mr Crack Up, a life-size Christmas Cracker that featured in a series of humorous social content films. To source more meaningful jokes we sought help from children living with cancer and asked well-known Aussie comedians to add to Andrew’s pool of funnies.
We then unleashed a six-week news, social media and influencer campaign leveraging all our assets to create the most effective campaign ever for Camp Quality.