I WAS A STARSHIP KID

Print, TV

Starship is New Zealand's biggest children's hospital, caring for more than 120, 000 kids every year. For their latest donation drive, we were tasked with showing the range of injuries and illnesses they've dealt with over the past 25 years. 
 
In the past, Starship has run television commercials that relied heavily on the emotive use of sick children. It's proved to be great for recall but didn’t increase donations. 
 
We developed the 'I was a Starship kid' campaign around the insight that kids who have been through Starship are inherently proud of their journey and wear their 'Starship Kid' badge with pride. 

We wanted to turn the conventional imagery of sick and injured children on its head and show the way that Starship Children's hospital has been helping Kiwi kids grow up for more than 25 years.