Monogram launches social media campaign to make wishes come true for Starlight Kids

Brand Strategy & Communications Consultancy, Monogram has recently launched a multi-platform campaign for the Starlight Children’s Foundation.

The campaign puts social media at the centre by encouraging the public to share a powerful video.

Says Eran Thomson, advertising creative director: “Every time we see an ad for children’s charities we see the same thing: a cute, bald kid with a tube up their nose playing a victim, begging for your help. We wanted to flip that, to show the real truth, that while these kids may be sick, and may have tubes up their noses, they aren’t victims. They’re tough, powerful, little battlers.”

WATCH THE SPOT

A combination of Media Partners are helping promote a new microsite designed by Monogram which operates as the central hub of the campaign. From here visitors can donate, share, and “start a mission” by becoming a ‘Crew Leader’ and encouraging their mates and colleagues to meet a specific fundraising goal, typically $6500, the cost of granting one Starlight Wish.

Whilst the end goal of the campaign is to raise money, the cost of contributing to the effort can be as simple as posting the video on your social media profile Starlight recognises that not everyone may be able to donate this Christmas but they can still “Join the Mission” by helping share their message – the idea being the more people who see the video the more who likely will donate.

Amy Nadaskay, Monogram design creative director says it was “an honour to work with such a noble organisation” and she looks forward to seeing people join together to help Starlight achieve their goal of granting 154 Wishes this Christmas.

The spot was produced by Charlie Done at Brilliant Films and is the first commercial directed by Academy Award nominated director, Luke Doolan.

Monogram

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