[Agency: Red Agency Australia]

Challenge: When young cancer patients turn 16 in Australia, they are moved into adult wards, where their chance of survival can be significantly reduced by up to 50 percent. To help raise awareness of this alarming issue and help raise money to build the Sony Foundation’s new youth cancer center, Red Agency Australia created the patient-centered “Busking for Life” campaign.

Actions: Our strategy was to tell the stories of inspirational young cancer sufferers through an innovative, interactive activation that would encourage donations to the cause. We used earned media to increase visibility and invited journalists to interview patients at the hospital. Through Sony Foundation’s relationship with Sony Music, we secured support from popular artists including Samantha Jade, Reece Mastin and Taylor Henderson. Pre-event interviews were completed with “The Morning Show,” ABC and “The Daily Edition,” and we also pushed out messaging through the artists’ and Sony’s social channels for sharing their story and campaign content.

Results: Red Agency Australia got top coverage for this inspirational story. Plus: More than 70,000 people engaged with the live event, 10,000 people logged onto the website in one day, social media reach was 900,000-plus, and, most important, the campaign has raised more than $1.5 million.