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Public perception was holding back donations. Most Aussies didn’t realise children’s hospitals rely on the public and a focus on illness-related giving was diluting SCHF’s impact. Giving fatigue made it harder to win over Australia’s well-intended dollars. The Foundation needed a new, sustainable way to fund its work.
Instead of focusing on illness, we focused on solving for what every hospitalised child feels: homesickness. We created “Mum’s Sause” - a pasta sauce inspired by what kids miss most about home: mum’s cooking. It transformed a pantry staple into an emotional connection and built a long-term funding engine that worked beyond the typical fundraising cycle.
We launched with the story of Ali, a homesick child who missed her mum’s cooking, which acted as a call out to brands to take part. That story powered a full ecosystem: 47 partners across retail, media and influencers activated the campaign. The product appeared on Coles shelves nationwide, supported by a PR blitz, influencer seeding and partner content across categories - from fashion to food delivery - turning a daily purchase into a force for good.
