Joel Edgerton lends his voice to Redkite’s new emotionally-driven campaign via Brand Council

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RsAYqo5HJSds8NZ1qWybBhFmL_LOYiuMbMKqwY41n2U.jpgAussie actor Joel Edgerton has joined a collection of creative talent to celebrate families for Australian cancer charity Redkite’s emotive new advertising campaign ‘Fly the Redkite’ via Brand Council.

Actor and long-time supporter of Redkite Les Hill recruited Edgerton to voice the TVC and radio spots, and media composer and former Hush guitarist Les Gock to compose a soundtrack to raise awareness of the practical, essential support Redkite provides for families facing a child or young adult’s cancer.

Redkite general manager partnerships and marketing, Monique Keighery, said the brand awareness campaign is aimed at increasing understanding of Redkite’s services.

Says Keighery: “We know families are missing out, or finding Redkite too late in their cancer journey, which is why we are asking Australians to spread the word about the essential services we provide.

“The TVC encapsulates the essence of Redkite. When a child or young person is diagnosed with cancer, we support the whole family for the whole journey, lifting emotional and financial pressures.

“We want to celebrate families in all their diversity, and in a way that everyone can connect with. We know cancer doesn’t discriminate, and that family can mean very different things for different people.

“Redkite’s support is tailored to respond to each family’s unique circumstances, for parents, siblings, grandparents and extended family and all those close to a child or young person with cancer.”

u6ZcrXE9XH1hVieRtlSaFqlIZCeoN-VoqzROvyOM7x4.jpgBrainchild of Brand Council’s Fiona Day and Alibi Pictures’ Jeff Mackay, the TVC was filmed over three months and captures families in everyday moments from ballet performances, bubble fights and backyard soccer matches.

For the second time Edgerton has voiced the advertisement for Redkite and Keighery said they’re thrilled to have him on-board.

Says Keighery: “We wanted someone who could bring an emotional quality to the simplicity of the script and Joel’s voice is the perfect accompaniment of strength and softness.”

Day, Mackay and Edgerton provided their services pro bono.

Media agency Unity Communications, led by managing director Mike Porter, has donated its services to negotiate pro bono advertising for the campaign. Porter has been a long-time supporter of Redkite’s, and sits on the organisation’s New South Wales Regional Council.

The ‘Fly the Redkite’ campaign will run in donated timeslots and space across TV, radio and print. It will also appear online and will be supported by a user-generated content sharing platform that was developed by the winning team at a Coles-sponsored hackathon held by Redkite earlier this year.

The ‘Family Flashback’ platform allows audiences to connect with the TVC in a more personal way by uploading photos to create their own version of the TVC in the form of an online video that can be shared with their loved ones, and on social platforms. The application is available on Redkite’s ‘Fly the Redkite’ campaign microsite.

The ‘Fly the Redkite’ campaign TVC will run across free to air channels and pay-TV from Monday 27 October 2014.

Campaign: Fly the Redkite

Creative: Brand Council

Production: Alibi Pictures

Media services: Unity Communications

Colour grading: Frame, Set & Match

Digital: Mentally Friendly

PR: Lighthouse Communications Group