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Royal Far West

Children’s health, country-wide

How we breathed new life into a 94 year old brand

OBJECTIVE

For 94 years, Royal Far West has connected Australian country kids to the developmental care they need and can’t otherwise access due to distance. Without it, children experiencing untreated behavioural, psychological and communication issues fall behind at school and suffer social difficulties, and their families struggle to cope.

Royal Far West’s role is as complex as it is invaluable; they impact the lives of hundreds of thousands of people every year. However, while its offering of country-wide access to paediatric developmental care is entirely unique, its brand purpose and communications strategy no longer reflected the scale and impact of its work.

Our brief therefore was to rebrand Royal Far West and generate a brand idea to raise awareness and drive donations.

SOLUTION

1. We launched a rigorous process of discovery, speaking to key internal and external stakeholders.

2. We developed a new brand architecture, positioning, identity and tagline: Children’s Health Country-Wide.

3. We redesigned the Royal Far West website from scratch.

4. We distilled what Royal Far West does to a core brand idea of connecting country kids to the developmental care they need. We then dramatised this in a TVC with a kid’s tin can telephone as its key motif. The campaign also includes online film, digital display and press executions.

5. We developed the concept of ‘kidometres’ as a way of illustrating the benefit that a donation to Royal Far West delivers to children and their families.