Camp Quality celebrates acts of kid-ness with Reverse Advent Calendar launch via Red Agency

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Day 1_preview.jpegTo inspire Australians to shift their focus from consumerism to what really matters this festive season, Camp Quality, Australian children’s cancer charity, has partnered with Red Agency, to launch an Australian first reverse Advent Calendar, The Acts of Kid-ness Advent Calendar.

In the lead up to Christmas, families will be able to celebrate by completing an Act of Kid-ness Card written by Camp Quality families. ‘Kid-ness’ is a new term coined by both partners which has inspired this campaign. It represents the joy kids have for being in the world, the way they give to others with all their hearts, their boundless curiosity, enthusiasm, and ability to be in the moment. The campaign has already seen great success, with wave one of the product selling out in less than one week. This included 1,000 Advent Calendars with numbered bags, 25 Act of Kid-ness Cards and a box of Arnott’s Tim Tam Bites, thanks to Camp Quality’s long-standing sponsor Arnott’s.

4. Gabe Ollie making gingerbread house in hospital_preview.jpegTo shed some light on the families who are supported by Camp Quality and where the proceeds of this campaign would go, Red Agency and Camp Quality created a content film which shares the story of a Camp Quality family, who have completed the ultimate Act of Kid-ness throughout their cancer experience. The content piece was completed end to end by Red Agency, including creative development and production.

Says Kylea Tink, CEO, Camp Quality: “To say that we’re overwhelmed by the support we’ve received so far for this year’s festive campaign is an understatement. Selling out in under one week is a fantastic result for us, and the Camp Quality families who helped us create the Acts of Kid-ness Cards.

“The Acts of Kid-ness Advent Calendar follows the success of the Camp Quality Christmas Cracks Ups in 2016, that we also worked on with Red Agency, so we’re glad to see that this is just as popular.

“We’ve now launched wave two of the campaign which includes 25 Acts of Kid-ness Cards for Christmas which families can experience together each day of December.”

Acts of Kid-ness Cards for Christmas are available for $14.95 from the newly launched Camp Quality online shop and are already off to a successful start with over 200 sold.

Client: Camp Quality

Marketing:

Kylea Tink

Zoe Adler Bishop

Cassandra Rhodes-Smith

Meg Green

Tamara Fray

Trinity Morris

Arabella McGinness

Josh Lowry

PR, social: Red Agency

CEO, Red Agency Group & Group CCO, Havas: James Wright

Integrated Senior Account Manager: Debra Hole

Senior Account Executive: Andrea Philips

Account Executive: Courtney Lambert

Video Producer: Ben Pride

Photographer: Paul Bradshaw

Social Media Content Manager: Gareth Harrison

Content Producer: Talya Kaplan