A decade of dedication

Celebrating big support for little lives

The Queensland Children’s Hospital marked its milestone 10th birthday in 2024 and the Children’s Hospital Foundation engaged Aruga to roll out a 10-month communications campaign that lit the birthday candles on a decade of support.

This campaign was the icing on the birthday cake, and Aruga delivered PR activity to increase public awareness of the Queensland Children’s Hospital, its birthday, and the role of the Children’s Hospital Foundation as its philanthropic arm.

Through this campaign, Aruga shared stories of the incredible breakthroughs made possible through the work and support of the Children’s Hospital Foundation.

We also collaborated with tinsel queen Rachel Burke to bring to life a sparkly activation within the Hospital’s foyer, marking the start of 10 days of celebration before the milestone event.

Results

200

editorial clips

3.43M

potential audience reach

1

video creation

1

creative idea execution

Deliverables

Creative Ideas

Engaging with tinsel queen and local icon Rachel Burke to bring to life a sparkly brain activation in the Hospital’s foyer.

Copywriting

Interviewing relevant hospital spokespersons and crafting written campaign materials to accompany media outreach.

Media Relations

Securing widespread media coverage throughout the campaign, both throughout the year and in the days leading up to the birthday.

Content Production

Shooting bespoke content to create a campaign video for use across Children’s Hospital Foundation’s owned channels.

Winning tactics

Aruga launched Rachel Burke’s activation 10 days before the official birthday celebration, securing a second burst of media interest.

Aruga secured a burst of radio coverage in June, tying into the rush of EOFY tax-deductible donations, creating interest and public awareness well before the birthday event.