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With over 300k registered Not-for-profits in Australia, Hospitals United for Sick Kids was a noble cause lost in the charity landscape. They were up against already loved charities, giving fatigue, a complex business model and limited ways to fundraise, all standing in the way of funding for care, equipment & research.
We renamed the organisation Hospitals United for Sick Kids (HUSK) to reflect a new mission for businesses and Australians to rally around – getting sick kids home to the things they miss. We designed a new brand system and created Blip, a small alien who represented the vulnerable and long journey home experienced by kids in hospital. More than a brand symbol, Blip was a unifying device appearing on any partner products in stores across the country, creating an instantly recognisable way for Australians to ‘do good’ when they shop.
We launched with Lightyears from Home, a cinematic story that followed Blip on his journey back to where they belonged. A film premiere engaged partners and future donors. $1million in donated media bolstered a national campaign. Blip became merch, creating additional revenue streams and partner ecosystems amplified the cause in stores across the country, creating a unique way for brands and Australians to give back to sick kids.
