The Challenge

Camp Quality, Australia’s most trusted children’s cancer charity, relies heavily on public donations to support its work to help children affected by cancer and put a smile of their faces. It’s a highly competitive space at Christmas time and Red was briefed to create a cut-through campaign with potential for future years.

This needed to be delivered with zero media dollars, relying solely on the creativity of the idea amplified by social and PR within a six-week period and a very hard deadline of December to meet our goals.


The Solution

We knew the majority of Australians find traditional Christmas crackers boring and a waste of money, so we created Camp Quality’s first ever consumer product, Camp Quality Christmas Crack Ups, Christmas crackers that are truly funny!

We enlisted Australian comedian, Andrew Barnett whose young son underwent a two-year cancer journey, as the face of our campaign, supported by Mr Crack Up, a life-size Christmas Cracker that featured in a series of humorous social content films. To source more meaningful jokes we sought help from children living with cancer and asked well-known Aussie comedians to add to Andrew’s pool of funnies.

We then unleashed a six-week news, social media and influencer campaign leveraging all our assets to create the most effective campaign ever for Camp Quality.

The Results

64 broadcast stories featuring Andrew, his son and the Camp Quality kid
250+ media items (92% included the link to the crowdfunding page), 47million+ audience reach
$100,000 target exceeded two weeks ahead of deadline
In total $140,360 was raised (purely through earned with zero media dollars)
Provided up to 30 families access to essential cancer services
This was the most effective campaign Camp Quality has ever done!


Fundraising campaigns
Influencer relations
Media relations

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