MADE AT THE ROYALS MELBOURNE FOR CHILDREN’S CANCER INSTITUTE
What if your creepiest childhood photo could help cure children’s cancer?
To raise awareness of unique and individualised cancer treatments we decided to celebrate the uniqueness of every child. We asked everyday Australians, radio personalities, actors, models, athletes and of course boy bands to dig out their most creepy and unique childhood photo and post it to social with #iwasauniquechild.
We then drove them to a site where they could create their own personalised mug from their photo. They could promote and sell their mug through social channels and raise funds for Children’s Cancer Institute.
Over the course of 27 days, 11,300 photos were posted to social including 39 global and Aussie celebrities.
As the Producer and Account lead on the project I managed the celebrity and influencer outreach, website and all digital components, and the merchandise programme.
lauren kilby 