ROYAL FAR WEST LAUNCHES FIRST EVER NATIONAL TV CAMPAIGN
RFW TV campaign - Produced by The Hallway and shot in Dubbo NSW
As the drought makes conditions in rural and remote communities tougher than usual, enduring country children’s charity Royal Far West, in Manly, has launched its first National TV advertising campaign in 94-years of fundraising.
Aimed at increasing community awareness and funds for the vital services RFW provides to children across Australia, the TV campaign – titled Tin Can Telephone - is running across the PRIME7 regional network.
PRIME7 is running the community service advertisement in two stages – first in NSW and ACT then in Victoria, and WA via GWN7, giving widespread exposure to the dilemma of country children’s developmental health and the difficulty that families have in accessing the right services and at the right time.
The campaign is also being supported through press ads and digital advertising. Produced by The Hallway and shot in Dubbo NSW, the campaign uses the simple motif of a child’s tin can telephone to convey Royal Far West’s role in connecting Australian country kids to the developmental care they need – no matter where they live.
Royal Far West is a service provider, a capacity builder and an advocate for country children’s rights to access the specialist care they need. "We are committed to overcoming the tyranny of distance and supporting kids in the bush with integrated health, education and disability services so that they can achieve their full potential. This TVC has been a long time coming for RFW, and it speaks to our mission in a really touching and impactful way,” said Lindsay Cane, CEO, Royal Far West.
Just five years ago RFW was supporting 700 children and families; now in 2018, the charity is looking after more than 5,000 country children and families and aims to reach 15,000 by 2020.
Developmental vulnerability comes at a high cost. Vulnerable children are at risk of growing up to be vulnerable adults, with poorer educational attainment, higher rates of chronic disease and mental health, and a greater tendency towards unemployment, homelessness and crime.
On a yearly basis, RFW sees thousands of children from rural and remote areas, through its face-to-face Paediatric Developmental Program in Manly; within community; or by beaming into schools and clinics in remote areas via Telecare. The children involved are helped for a wide range of health issues – including intellectual and speech delays, ADHD, Autism, behavioural disorders, disabilities, mental health and other complex issues.
RFW enjoys a powerful, trusted partnership with the NSW and Federal governments and receives some incredible support from corporate partners, generous donors and trusted regional organisations like the Country Women’s Association (CWA). Despite this, RFW is in need of wider support as demand for its services countrywide is growing exponentially and more kids and their families need early intervention.
Beyond 2020, RFW aims to be able to help 15,000 rural Australian children and families each year. To view a link to the new TVC, please visit: www.royalfarwest.org.au/our-story