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Children’s charity launches first ever TV campaign

Australia’s children’s charity has revamped its fundraising and marketing strategies with a national television advertisement

Australia’s 94-year-old children’s charity will revamp its fundraising strategies with its first ever national television advertising campaign.

The campaign will increase community awareness and encourage funds for the vital services of the Royal Far West (RFW) to deliver care to children across Australia. The Tin Can Telephone campaign has gone live across the Prime7 network.

Royal Far West CEO, Lindsay Cane, said: “The new brand campaign comes off the back of a period of amazing growth for RFW.

“We are committed to overcoming the tyranny of distance and supporting kids in the bush with integrated health, education and disability services so that they can achieve their full potential. The TVC has been a long time coming for RFW, and it speaks to our mission in a really touching and impactful way.”

There are about 300,000 children living in rural and remote Australia in need of urgent support, according to RFW, who said there are signs that children’s development health is worsening. Demands for their programs, which currently monitors over 5,000 children and families, is growing, as is the complexity of the patients issues.

Vulnerable children are at risk of becoming vulnerable adults as poorer education, higher rates of chronic disease and mental health has a greater tendency to result in unemployment, homelessness and an increase in crime.

“There are so many facets to the amazing work that Royal Far West does,” said Simon Lee, Executive Creative Director and Partner at The Hallway, the production company behind the campaign.

“The challenge was how to sum it up in a single-minded compelling brand idea. Tin Can Telephone achieves this and gives our audience an emotive reason to care.”

The campaign will have the support of Fairfax Media who will roll out the campaign in press advertisements and display advertising from its digital portfolio. This will be in addition to rolling out editorials through its mastheads.

On a yearly basis, RFW sees thousands of children from rural and remote areas for a wide range of health issues, including intellectual and speech delays, ADHD, autism, behavioural disorders, disabilities, mental health and other complex issues.

The organisation aims to see their care expand from the current 5,000 to 15,000 rural Australian children and families each year.

“We boldly go where the system stops, to wherever we are needed, and use technology to help ensure no community is beyond our reach,” Cain said. “The main limitation on delivering on this promise is funding and we hope the TVC can help us address this – and we’d love to see more media get behind us.”

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