Red Nose pledges to reduce sudden + expected deaths to zero in new campaign via Keep Left

Red Nose (formerly SIDS and Kids) has today launched a national consumer awareness campaign via Keep Left, and has pledged to tackle the nine sudden and unexpected deaths that occur among children under the age of four each day in Australia, and reduce this to zero preventable deaths.

These nine deaths a day – or 3,200 a year – is more than double our national road toll.

Launched during Baby Loss Awareness Week, the consumer awareness campaign will be rolled out across earned, owned and paid media channels and coincides with the launch of a new name, brand identity and digital assets for Red Nose.

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This campaign will also see SIDS and Kids officially change its name to Red Nose, and the iconic Red Nose symbol reframed as a beacon of hope for a better future.

In designing the campaign creative and narrative, Keep Left took inspiration from a letter written 40 years ago by one of the SIDS and Kids’ founders, Kareene Noelle Fitzgerald, after she lost her 8-month old son to sudden infant death syndrome (SIDS). 

In this letter, she communicated her hope that no family would experience what she did, and the organisation has since gone on to reduce the incidence of SIDS in Australia by 80 per cent.

Says Caroline Catterall, CEO, Keep Left: “Writing a letter has always been an effective way to communicate something significant and even in today’s digital world, a letter can cut through if you have something important to say.

“SIDS and Kids was founded on the back of a letter, and as the organisation takes on this new challenge and new name, we felt an updated letter was the right vehicle to tell this story with gravitas, and clearly frame the problem they’re pledging to solve.” 

The Pledge Letter will appear on the new Red Nose website and be sent directly to a range of stakeholder groups including Members of Federal Parliament.  Creatively, Keep Left has brought the Pledge Letter to life through the production of a content piece, The Children are Gone, which visually depicts a number of everyday household scenes where a child belongs but isn’t there.

It will be pushed out via a public relations campaign and amplified through paid digital and social activity as well as via broadcast media as a community service announcement.  Dentsu Mitchell will manage all broadcast and traditional media placement of the content and associated creative assets.

The awareness campaign will run for two weeks and be followed directly by a digitally-led consumer and stakeholder engagement campaign I’m In that will directly target corporates, sponsors, influencers and the general public, and ask them to get behind Red Nose in its quest to zero.

Brand strategy development: FIT Sponsorship & Made by Big

Above the line media buy: Dentsu Mitchell