Young talent ‘take over’ the airwaves and weather in new campaign for Perth Children’s Hospital Foundation
Mix94.5 breakfast radio hosts Pete & Kymba and 10 Perth weather presenter Beau Pearson were this month replaced by a group of talented up-and-coming young announcers.
The takeover sent shockwaves through the Perth media industry – but it was all for a good cause, in support of Perth Children’s Hospital Foundation’s (PCHF) annual Kid Takeover and to launch ‘This Close to the Fight’ for PCHF developed in partnership with Wildlings Creative, Carat and Rhythm Films.
The red carpet was rolled out for the new presenters, as PCHF ambassador kids were given the celebrity treatment by Perth media. At Mix94.5, the young stars even arrived via limo before being greeted by a crowd of adoring fans.
The PCHF Kid Takeover encourages WA kids to step in and ‘run the show’ in a wide variety of situations, coinciding with the launch of the Foundation’s annual brand campaign.
PCHF’s ‘This Close to the Fight’ TVC airs across WA’s Nine and Ten Networks, including Nine GO! and 10 Peach, from early May until June 30.
The omnichannel always-on brand strategy also extends to BVOD, radio, out-of-home and digital, as well as an organic #PCHFKidTakeover social challenge.
Says Carrick Robinson, CEO, PCHF: “The purpose of the brand campaign is to highlight what sets the PCHF apart.
“It is our closeness that sets us apart. PCHF is closer to the frontline of children’s healthcare in WA than any other charity. This closeness means we make more of an impact where it counts most. Our work is dedicated to making a world class health system for our sick kids even better, giving them the best chance to get well, stay well and thrive in whatever future career or life path they choose.
“To maximise our reach, we’re making every dollar count by also tapping into pro bono support from both media partners and influencer talent, which in turn helps to ensure more funding goes directly to helping WA’s sick kids.”
Says Mix94.5’s Pete & Kymba: “It’s always a pleasure teaming up with the amazing ambassador kids from Perth Children’s Hospital Foundation. They’re incredible! So many inspiring stories, so many smiles, and we have to be honest, they sounded great on the radio – and picked some bangers! We’ve kept their details because we think we have some future radio stars!”
To get learn more, get involved, or donate, visit: pchf.org.au/kidtakeover
Listen to the radio ads:
Perth Children’s Hospital Foundation
CEO: Carrick Robinson
Head of Marketing: Donna Hall
Brand and Marketing Manager: Shannon Parker
Digital and Social Manager: Prada Herron
PR Agency: Non-Plus Studio
Media and Content Manager: Samantha Mills
Child talent: Matilda Hall
Clinician talent: Prof. Nick Gottardo, Dr Fiona Wood