Encouraging WA kids to step in and ‘run the show'.
Mix94.5 breakfast radio hosts Pete & Kymba and 10 Perth weather presenter Beau Pearson were replaced by a group of up-and-coming young announcers this month with the The PCHF Kid Takeover.
The takeover encourages WA kids to step in and ‘run the show’ in a wide variety of situations, coinciding with the launch of the Foundation’s annual brand campaign.
In partnership with Wildlings Creative, Carat and Rhythm Films, PCHF’s ‘This Close to the Fight’ TVC airs across WA’s Nine and Ten Networks, including Nine GO! and 10 Peach, from early May until June 30.
The red carpet was rolled out for the new presenters, as PCHF ambassador kids were given the celebrity treatment by Perth media.
The omnichannel always-on brand strategy also extends to BVOD, radio, out-of-home and digital, as well as an organic #PCHFKidTakeover social challenge.
Wildlings creative director Matt Wilson said when the agency spoke to families and doctors, it knew it had to be gritty, raw, and honest.
"We aimed to capture the playful moments and daily struggles without relying on shock value. Our whole agency is in awe of the work PCHF and the hospital staff do," Wilson said.
Perth Children’s Hospital Foundation CEO Carrick Robinson said the purpose of the campaign is to highlight what sets the PCHF apart.
"Which is just how close PCHF is to the frontline of children’s healthcare in WA. Our aim is simple: to create a positive, long-term impact on our fundraising efforts, so we can ensure more kids get well, stay well and thrive in whatever future career path they choose, whether that’s a chef, CEO, radio host or even their favourite superhero.
"To maximise our reach, we’re making every dollar count by also tapping into pro bono support from both media partners and influencer talent, which in turn helps to ensure more funding goes directly to helping WA’s sick kids.”
Mix94.5’s Pete & Kymba said it's always a pleasure teaming up with the amazing ambassador kids from Perth Children's Hospital Foundation.
"They’re incredible! So many inspiring stories, so many smiles, and we have to be honest, they sounded great on the radio - and picked some bangers! We’ve kept their details because we think we have some future radio stars!” they said.
To get learn more, get involved, or donate, visit: pchf.org.au/kidtakeover
Credits:
Wildlings
Copywriter / CD: Matt Wilson
Art Director: Neil ‘Marty’ Martin
Account Director: Cait Totten
Graphic Designer: Garreth Bennett
Graphics and Animation: Jon Case
Perth Children’s Hospital Foundation
CEO: Carrick Robinson
Head of Marketing: Donna Hall
Brand and Marketing Manager: Shannon Parker
Digital and Social Manager: Prada Herron
PR Agency: Non-Plus Studio
Media and Content Manager: Samantha Mills
Child talent: Matilda Hall
Clinician talent: Prof. Nick Gottardo, Dr Fiona Wood
