This year the Red Nose Day campaign to help end child poverty celebrated its 10th anniversary in the U.S. with a new theme centered on giving kids more opportunities to pursue their dreams “Less Childhood Poverty. More Childhood.”
Children are uniquely impacted by poverty. It can affect their physical and social-emotional health and development and stand in the way of their education. Poverty can also be a barrier to opportunities that keep kids from becoming their best selves.
So for this year’s Red Nose Day campaign, we decided to have a little fun and make a big difference for kids by tapping into the whimsy and excitement of childhood.
Using childhood and nostalgia the campaign engaged the public through Childhood Dreamstakes, a sweepstakes giving donors a chance to win prizes evoking the joys of childhood, a playful digital Red Nose filter, an artist sing-a-long with songs from childhood on social, culminating with a star-studded anniversary special on NBC.
Our specific goals for this year’s campaign were to:
The power of the Red Nose, symbolizing hope and positive change, has inspired a nationwide movement of impact over the last 10 years. Corporate partners, celebrities, and millions of Americans have rallied around and generously supported the campaign, uniting in Red Nose Day’s mission to drive social change through the power of entertainment.
We launched this year’s Red Nose Day campaign with Childhood Dreamstakes, a new fundraising initiative that tapped into the whimsy, excitement and nostalgia of being a kid. Growing up should be a time for kids to explore, learn and have fun. Childhood Dreamstakes offered people a moment to relive the joy, wonder, and adventure of being a child and do good at the same time.
People who donated to Red Nose Day had 4 weeks to enter to win one of the six wacky and whimsical prizes inspired by childhood dreams – these prizes included a chance to crush a car in a monster truck, own a beautifully designed and endlessly edible cotton candy castle; eat their face off (literally) with a life-size cookie of themselves; ride in a personalized hot air balloon; erupt a giant model volcano or take a trip to befriend a penguin.
Supporters were also invited to show off their passion for helping kids by using our “Red Nose Day USA” filter that was available for the first time across all major social platforms- Snap, IG, TikTok and Facebook. The filter featured five different backgrounds to choose from, to help spread awareness for our cause and help drive donations in style. an artist sing-a-long with songs from childhood on social,
Red Nose Day also built a brand new experience on Instagram, tapping into the power of music to build a groundswell of action and awareness. Artists from across the musical spectrum joined a month-long fundraiser called the Red Nose Day Childhood Sing-a-long and shared songs from their childhood – that made them laugh, or evoked a heartfelt memory.
The campaign culminated with a hilarious star-studded 10th Anniversary special on NBC “Red Nose Day: Cheers to Ten Years.” The special highlighted some of our funniest Red Nose moments and celebrated the extraordinary impact of the Red Nose Day campaign which has helped to transform the lives of children and families experiencing poverty for the past decade.
The iconic Red Nose Day campaign activated across national and local media platforms, mobilizing and engaging the public by utilizing new and innovative content and storytelling strategies to encourage individual participation and action which resulted in over 252 Million Impressions
High-profile marketing partners offered pro bono support, including The New York Times, The Wall Street Journal, The Economist, Spotify, Pandora plus many others, helped to raise awareness for the cause resulting in 89 Million Impressions.
The campaign leveraged influencers and schools nationwide to raise funds, and even physical landmarks, including New Orleans Caesar’s Superdome, Niagara Falls, Philadelphia's One Liberty Place, the Cleveland Terminal Tower, and the Dallas BOA building all lit up in Red on May 23 to mark the special occasion capturing the incredible work happening on the ground to help break the cycle of poverty in the US and around the world.
NBC supported the Red Nose Day campaign across the network and through cross-portfolio programming features which resulted in 3 Million views and 19.2 Million Impressions.
