FOXTEL has created and launched a community awareness campaign promoting Maddie Riewoldt’s Vision - a charity which supports adolescents and young adults living with Bone Marrow Failure Syndromes in Australia.
Focused on driving awareness across Australia, the 30 and 15-second TVCs feature young children and adolescents who are living with Bone Marrow Failure Syndromes displaying the bravery and resilience of many of those living with the illness.
FOXTEL Executive Creative Director, Guy Sawry-Cookson said: “Our Fox Creative team brought to life a vision that showcases the courage of these young children, and we hope this campaign inspires Aussies to get involved and support this very important cause.”
Maddie Riewoldt’s Vision was established by the Riewoldt family in memory of Maddie Riewoldt who sadly lost her battle with Bone Marrow Failure in 2015. The charity was co-founded by Fox Footy host, Nick Riewoldt, and helps raise awareness and funds for lifesaving research, support, prevention and ultimately a cure to the conditions that impact many young Australians and their families.
Amy Coote, CEO of Maddie Riewoldt’s Vision said: “Around 160 people are diagnosed with Bone Marrow Failure Syndromes each year and sadly, half will not survive. We’re grateful to Foxtel for helping Maddie’s Vision bring awareness to these devastating conditions, so that we can fight for better treatments and ultimately a cure.”
The creative campaign will feature a TVC that will air on FOXTEL throughout the summer. The campaign strategy and creative was conceptualised, developed, and produced by FOXTEL's in-house creative agency, Fox Creative.
The Foxtel Group partners with a range of community organisations focused on improving health and mental wellbeing outcomes, particularly among young people. In FY22 the Foxtel Group donated $9.7 million in community service airtime.