Services
PR/ Communications
Digital
Videography
CSA
The challenge:
Regional families are at the heart of the work Childhood Cancer Support do. They exist to provide a home away from home for families in regional areas who need to relocate to Brisbane for paediatric oncology treatment.
One of the biggest challenges that Childhood Cancer Support faced was a lack of awareness amongst regional communities. They needed to help improve awareness amongst the general public to better serve the communities they support and drive fundraising income.
The campaign combined digital advertising, PR, organic social media and community service announcements to help reach new audiences, drive donations and gather new audiences for the charity to engage.
The numbers speak for themselves
1,100,000
impressions from a nine-week digital ad campaign
12,882
link clicks, driving users to the Childhood Cancer Support website
6729
people reached through organic social content
Our solution:
Superdream created an overarching campaign strategy. Whilst Townsville was a big focus, we also want to show that the support from Childhood Cancer Support is Queensland-wide. We also want to maximise our awareness in all northern regional towns, and Queensland-wide.
To reach local towns, the content needed to be hyper-local. We worked with Childhood Cancer Support to identify strong family ambassadors who were comfortable sharing their experiences on camera. Across multiple regional filming days, we created a series of creative assets that were tailored for each region. We made an overarching asset that was suitable for targeting Brisbane and Queensland-wide channels.
Within the creative, we ensure to capture and clearly show the connection between the regional towns and the accommodation in Brisbane. We followed a hero story of a family from Ayr, and their journey with Childhood Cancer Support, before the family was able to return home.
This campaign was executed across several mediums, including community service announcements, public relations, digital ads and organic social content.