Industry unites to bring laughter to children in hospital in new campaign for Radio Lollipop

UnLtd, the industry’s social purpose organisation, has brought together Nibble Digital, Match & Wood and several media owners to launch the first-ever national fundraising campaign for Radio Lollipop.

Radio Lollipop is a volunteer-based organisation that provides care, comfort, play and entertainment to children in hospital through one-on-one interaction and nightly live radio broadcasts.

The new campaign, spanning across TV, OOH, digital, press and social was created by Nibble Digital with media by Match & Wood and pro-bono media support from ARN, JCDecaux, Nine, Nova, Paramount, QMS, SBS, Seven West Media, Tonic Health Media and Val Morgan.

Says Jade Harley, director of partnerships, UnLtd: “We are so excited to launch this first ever national campaign for Radio Lollipop with our wonderful agency partners Match & Wood and Nibble Digital. To see the media, creative and marketing community come together to raise awareness of this incredible organisation is what we love about this industry. This campaign will shine a spotlight on the critical work that Radio Lollipop do to bring laughter and play to kids in hospital. Radio Lollipop is a charity that you (and we) hope you never need, but you will never forget them if you do.”

Charity coordinator Melissa Sparta Dawes said the organisation currently works in 13 hospitals across Australia and has a 37-year legacy of bringing smiles to children and their families when they need it most: “Our volunteers broadcast live radio shows in the hospitals, programmed especially for the children and supported with a ward-based play program. We run a very lean operation – we spend very little on marketing as all our funding goes directly to facilitate this special radio and play service, 365 days a year. The support of UnLtd is an amazing opportunity to launch a national call for funds that will keep our radio on air, and our volunteers on the wards.”

The campaign’s headline is “Together we can put laughter and play, in place of pain’ and it features Danielle from Gold Coast, one of hundreds of children visited by Radio Lollipop every week in hospitals across Australia.

Says Deepika Rodrigo, co-founder at Nibble Digital: “When we heard about the wonderful work that Radio Lollipop was doing, we were very keen to get involved and contribute to the campaign with our creative skills. Thanks to the amazing team at UnLtd, the whole process has been seamless, and we have enjoyed working on this campaign. We are very excited to see it go live and hope it enables people to donate generously.”

Says Daniel Bradley, general manager of Match & Wood:
“As an agency we are so happy to be able to support such a great cause; seeing Radio Lollipop bring joy to children in need is something we were incredibly keen to be a part of. As a media agency we are in the fortunate position of being able to use our craft skills and work with key partners to bring extensive reach and exposure to this important charity.”