Energy company Mercury is showcasing its long-standing partnership with Starship Children’s Hospital in a new campaign from McCann New Zealand.
The campaign, ‘Little to big’, features the Kiwi kids and their families that Mercury have supported through Starship over the last 25 years. In that time, Mercury has donated $20 million to the hospital.
In videos directed by Tom Gould from The Sweetshop, former Starship patients share deeply personal stories from some of the most difficult moments of their childhood.
One former patient, Crissy, recalls being placed in an induced coma, with her family gathering to say goodbye. Thanks to the care of Starship’s doctors, nurses and support staff and the generosity that helps fund their work, she survived.
Perfect moment of reflection
The team at McCann NZ and Mercury hope customers will be motivated by these stories to sign up to make a regular donation.
Mercury will also match the first Starship donation made by customers who start donating between September 27 and November 8, up to $25,000.
Mercury general manager, brand and marketing Frith Morrissey says the 25-year milestone was the right moment to reflect on the Mercury partnership and the people at its heart.
“We are so incredibly proud of the $20 million that has been raised by Mercury and their customers over the last 25 years,” she says.
“Let’s use this milestone to keep the momentum going to keep helping more Kiwi kids who may have to stay at Starship throughout their lives.”
Special place
Mercury head of brand and sponsorship Kylie Gibson say the campaign reflects the very special place Starship holds for Mercury, its people and its customers.
“Twenty-five years is something to be proud of, and the impact of that support is very real. It has helped Starship give children the best chance to grow up and live full lives.”
Starship Foundation CEO Jo Simon adds that Mercury’s financial support “can be felt in every corner of Starship”, with their generosity touching “countless children and families”.
“We are so grateful for 25 years of partnership and the lasting difference it has made, which has been bought to life in this incredibly moving campaign,” she says.
“As we look to the future, we’re excited about what the next 25 years could make possible for generations of Kiwi children still to come.”
Championing kids
McCann NZ chief creative officer Leisa Wall says at the heart of the campaign was championing the kids who had been on the receiving end of the donations, so New Zealanders could actually see what a difference their money makes.
“Giving these adults the opportunity to tell their ‘Little to big story’ was the perfect way to play into the emotion of the viewer, while authentically highlighting the impact and the support from Mercury and its customers has had,” she says.
“Having our hero character revisit a room similar to their hospital room, and share photos of that difficult time, further adds to the significance of the story.”
‘Little to big’ launched on September 27 across TV, cinema, outdoor, digital, social media and radio.
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