Bank of Queensland launches Banking on our Kids appeal for Children’s Hospital Foundations Australia
BOQ has launched its flagship ‘Banking on our Kids’ appeal, with a target to raise over $275,000 in the month of July. All donations will go directly to Children’s Hospital Foundations Australia (CHFA) – a partnership of not one, but five children’s hospital foundations across Australia.
Says BOQ’s head of brand and marketing Greg Abbey: “We’ve worked really closely with both OMD Brisbane and Junior this year to develop and roll out an integrated campaign to raise awareness, drive staff and customer engagement and most importantly raise vital funds for CHFA.”
“Our advertising agency Junior developed the creative idea for this year’s appeal, which is to ‘help sick kids get back to their own beds’. So we kicked things off with a pyjama party at our 260 branches across Australia, and most support centre staff donned their slippers to work. Our favourite AFL teams the Brisbane Lions and Gold Coast Suns also trained in their flannelette PJs.”
“Banking on our Kids has gained huge momentum since it started back in 2004 and we’re hoping to crack the cumulative $1 million fundraising total this year. It’s an appeal we are really proud of at BOQ and it continues to get bigger and better as people rally to raise vital funds for CHFA.”
Says Russ Vine, managing director of Junior “The appeal is fronted by six ambassadors, who represent the millions of sick kids helped by CHFA every year. Banking on our Kids really is an appeal that everyone can relate to because we’re all somebody’s child. And most of us are also either parents, grandparents, uncles or aunties.”
“The campaign runs across television, press, radio, outdoor and online using community service announcement media plus there is point of sale, social media and PR in support. We also lean on BOQ’s existing sponsorship partners and have teamed up with CHFA on Facebook to showcase what is happening across the country and introduce new ‘bedtime stories’ every day in the month of July.”