Starlight Children’s Foundation has launched a new brand campaign, highlighting the charity’s vital hospital programs for sick kids, via creative agency Edge and production house Good Oil.
The campaign shines a light on Starlight’s Captain Starlight and Starlight Express Rooms program, with a moving story inspired by six-year old Henry Jenkin’s experience in hospital with Starlight.
Jenkins was diagnosed with Stage 5 Nephroblastoma (Wilms Tumor kidney cancer) at the start of the pandemic, and has since experienced repeated painful procedures, operations and round of chemotherapy that have made him feel distressed and reluctant to return to hospital.
According to his mother, Jade Jenkins, “the Starlight Express Room gave Henry something to look forward to and smile about again. It made him want to get the hard things out of the way, so we could go and have fun with Captain Starlight.”
Kym Forrest, general manager, Monash Children’s Hospital said: “Starlight is such an important part of our hospital and the care we provide to our patients and their families. The Starlight Express Rooms provide entertainment and positive distractions for children, assisting our clinical teams to lift the spirits of our patients and support them through challenging times.”
The campaign is spearheaded by a TVC which will roll out in 60, 30 and 15 second cuts across broadcast TV and subscription TV, with supporting campaign executions in print, digital, social and OOH channels. Media for the campaign was donated through media partners secured by global media agency Orion Worldwide.
The spots are from the point of view of a sick patient, highlighting the overwhelming reality of being admitted to hospital and receiving a life-changing diagnosis, ten challenging viewers to imagine this experience as a child.
CEO of Starlight, Louise Baxter, said: “For all of us it’s hard to imagine what it would be like to be diagnosed with an illness as serious as cancer. It is frightening. It is socially isolating and stressful. Now, imagine being a child and being faced with this. Starlight’s new campaign highlights the devastating impact of such a diagnosis and the positive impact of Starlight in transforming the experience for seriously ill children and young people. We know what happens in childhood lasts a lifetime. Starlight exists because happiness matters and this campaign does a fantastic job of communicating this and Starlight’s important role in brightening lives.”
Edge general manager, Nicole Gardner, noted: “We’re incredibly proud to work with an organisation like Starlight that makes such a huge impact on the lives of seriously ill children and their families. While highlighting some of the more distressing aspects of these hospital experiences can be confronting, it strongly reinforces the importance of their work. The fact that these kids can still have reason to smile is a testament to that.”
Client: Starlight Children’s Foundation
Kristie Caddick, Head of Marketing & Fundraising
Melissa Gamble, National Marketing & Communications Manager
Jenny Truong, Marketing Executive
Brent Riley, Marketing Assistant
Beck Parker, Program Manager
Creative Agency & Strategy: Edge
General Manager: Nicole Gardner
Executive Creative Director: Simon Langley
Planning Director: Caitlin Ammann
Senior Art Director: James Gillespie
Senior Copywriter: David Arns
Producer: Grace Sheridan
Production House: Good Oil
EP/Partner: Sam Long
Head of Production: Chana McLallen
Director: Taylor Ferguson
Director of Photography: Simon J Walsh
Production Manager: Chloe Brennan
Online & Grade: ARC EDIT
Executive Producer: Daniel Fry
Editor: Phoebe Taylor
Online + Grade: Daniel Molony
Sound Design & Composition: Rumble Studios
Sound Designer: Tone Aston
Producer: Siena Mascheretti
Composer: Jeremy Richmond
Casting: Chicken & Chips
Media Agency: Orion Media