We created a fresh new national campaign, rebranding the Appeal with a combination of in-store POS and digital elements.
We used a tagline in keeping with Countdown’s new ‘We can help with that’ branding, and developed three scenarios to keep it looking fresh for the three months of the campaign.
Key to the creative was transparency around how the funds were distributed and how hospitals benefited from customers’ donations. Price tags were placed on medical equipment, beds and toys to show how much it costs to stock a children’s hospital.