Murdoch Children’s Research Institute launches new emotive campaign via Noisy Beast

Full-service international communications agency Noisy Beast has collaborated with Murdoch Children’s Research Institute (MCRI), the largest child health research institute in Australia, for a new campaign to bring awareness to the Institute’s vital research work.

The integrated campaign, ‘Our Children Need Us Like Their Future Depends on It’, conveys the heightened uncertainty children currently face for their health as well as for their futures, which are being threatened due to the global COVID-19 crisis. Concepted and executed by Noisy Beast, the campaign rolls out across print, digital and TV. It leverages the agency’s integrated media and creative offering, vital at a time when the two disciplines are becoming increasingly interdependent.

In the face of this pandemic, MCRI plays a key role in protecting kids and families from COVID. It is best positioned to reassure parents and share its tangible impact on improving child health outcomes. Noisy Beast was tasked with bringing this message to the forefront of the campaign, with the agency demonstrating its vast capabilities in strategy, creative concept development, design, TV production and media to bring MCRI’s values and purpose to life.

The campaign extends across television on Foxtel and News Corp Australia titles (digital and print) with a dedicated print ad in Vogue. Noisy Beast also leveraged their strong media partnerships to secure CSA spots across all commercial television networks; Nine Network, Seven Network and Network Ten.

Michelle Wearing-Smith, head of marketing and communications at MCRI, says highlighting the Institute’s work is more vital than ever to reassure parents and provide unconditional support: “With children set to have a lasting impact from the current pandemic, parents are worried about what the future holds. Medical research is at the forefront of addressing this global crisis and, as a leader in COVID research efforts, now is the opportunity for MCRI to share our purpose of improving the future of children’s health and our impact on child health outcomes.

“Noisy Beast has perfectly encapsulated this purpose and we’re thrilled with the team’s work in translating this campaign effectively across print, digital and TV. The contribution and generous support of Noisy Beast, News Corp Australia and the commercial networks have made this campaign possible.”

Says Penny Fowler, chairman of the Herald &Weekly Times and News Corp Australia’s community ambassador: “We are so proud to support a campaign that reinforces the important role child and adolescent research plays in creating healthy communities. We’re always looking at ways we can support our charity partners during this unprecedented time and are thrilled to be able to help boost MCRI’s awareness and fundraising through many of our publications.”

Noisy Beast
Account Director: Laura Butler
Senior Creative: Mick Bakos
Copywriter: Ying Chin
Art Director: Lilly Wollmering
Producer: Claire Crawford
Editor: Thomas Pollard

MCRI
Head of Marketing Communications: Michelle Wearing-Smith
Content Producer: Eliza Metcalfe
Designer: Hilary Bruce