Communications agency Bastion Shine is encouraging Kiwis to create and undertake embarrassing challenges to support Cure Kids this Red Nose Day.
After Cure Kids made the decision to retire the traditional red foam noses in New Zealand for environmental reasons, Bastion Shine faced the unique opportunity of creating something new for the iconic campaign which raises funds for critical child health research.
The campaign, Go Red for Red Nose Day, runs from July 1 to 31 and launched with video featuring Kiwi comedian Chris Parker.
“Not embarrassed to say that I embarrass myself on the reg,” the comedian wrote on Instagram.
“If you’re like me, why not use that superpower to raise money for Cure Kids’ Red Nose Day?”
Participants create an embarrassing challenge that will make them “Go Red”. Whether individuals take up their own challenge or support public figures’ fundraising efforts, every act of embarrassment translates directly into donations for Cure Kids.
To extend the campaign’s reach and donations, well-known Kiwis are pledging to Go Red with their own embarrassing challenges, starting with NZ Warriors legend Dallin Watene-Zelezniak and radio hosts Jono Pryor and Boyce.
“We’re confident we’ve struck the right balance of injecting a new spin on such an iconic property. These things build over time, but we’re thrilled by the initial support we’ve received for the ‘Go Red’ idea,” said Bastion Shine’s Chief Creative Officer, Rich Maddocks.
“We love the fun and comedic nature of this new theme. It’s a great feeling knowing we can put a smile on people’s faces, all while supporting research projects that address some of the most important issues facing our tamariki,” said Maria Hutcheson, Head of Marketing for Cure Kids.
“It is such a privilege to be able to work with Bastion Shine to reinvent Red Nose Day for 2024, and we are thrilled with the campaign they have delivered”.
Go Red for Red Nose Day will run from July 1 – 31. Red Nose Day itself took place on July 5.
For more information on how to participate or support Go Red for Red Nose Day, visit https://www.rednoseday.co.nz/fundraise/community.
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