KWP+Partners’ new brand campaign reminds us that when kids are sick, nothing else matters

April 17 2025, 11:52 am | BY Ricki Green | No Comments

A brand awareness campaign urging the community to ‘Think of The Kids’ has been launched by The Kids Research Institute Australia via KWP+Partners.

 

The agency has been working with The Kids since early 2024 when the child health medical research centre rebranded from Telethon Kids Institute.

KWP+Partners developed the ‘Think of The Kids’ concept as a long-term creative platform guiding brand, fundraising, recruitment and content creation.

The launch campaign is built on the premise that The Kids’ researchers share the load with parents; They ‘think of the kids’ because when kids are sick, it’s hard to do anything else. That thinking becomes medicines, treatments and solutions to health problems so parents and kids can get back to thinking about life.


The Kids Acting Director, Partnerships and Engagement, Alecia Benzie, said the brand campaign was unlike any advertising campaign previously undertaken by the Institute.

“Like our new name, this campaign reflects an evolution in our brand and what we represent to the kids and families who rely on our researchers to keep finding answers to the toughest problems facing the health and wellbeing of children and young people around Australia and the world,” said Benzie. “It goes to the heart of what we do, and why.”

The brand awareness campaign will continue through 2025 as The Kids celebrates 35 years of groundbreaking research to improve the health and happiness of kids everywhere.

KWP+Partners developed the new brand identity, a launch film, a suite of TV commercials, print and digital assets. Media was managed by KWP+Partners in-house media partners, Atomic 212 and Seven West Media.


To reflect The Kids Research Institute Australia’s overarching commitment to address the disparity in health outcomes for Aboriginal children compared to other Australian children, brand elements were designed and developed by The Kids Aboriginal Art Working Group in consultation with Nani Creative.

Credits
Client: The Kids Research Institute Australia
Outgoing Director, Partnerships and Engagement: Elizabeth Chester
Acting Director, Partnerships and Engagement: Alecia Benzie
Head, Strategic Communications: Keryn McKinnon
Senior Manager, Brand and Marketing: Candice Arbery
The Kids Aboriginal Art Working Group: Mara West, Valerie Swift, Thomas Betts and Liam Bedford
Nani Creative: Kevin Wilson & Leigh Wood
Agency: KWP+Partners
Executive Director: Georgie Frampton
ECD: Bryan Dennis
ECD: Dav Tabeshfar
Project Manager: Carol-Ann Cronin
Illustrator: Andrew Allingham
Production Company: Inhale Content
Director: Matt Pitcher
Director of Photography: Justin Griffiths
Sound Studio: Fable
Sound Engineer: Nick Gallagher
Sound Engineer: Shaun Sandosham
Photographer: Shaun Atherstone



KWP+Partners’ new brand campaign reminds us that when kids are sick, nothing else matters KWP+Partners’ new brand campaign reminds us that when kids are sick, nothing else matters

 

Want to leave a comment? Share your thoughts below, making sure to include your full name and email address. If you have a news tip or story idea, please feel free to email ricki@campaignbrief.com.