The Ask

The Janeway Children’s Foundation needed a brand campaign that gave donors a clear, active role. The goal was to make giving feel empowering and personal.

Problem

Sick kids are resilient, but the campaign needed a fresh angle to recognize the people funding their care.

Constraints

The platform had to work across TV, radio, print, and out-of-home. When the client envisioned a 3D superhero-kid lineup representing mobility and visual impairment for the 2023 Telethon, the challenge was entirely manual. This was before AI generation. I had to source vendors to translate moodboards and written descriptions into sketches, and then into fully realized 3D models.

The Thinking

I flipped the perspective: the donors are the heroes making the story possible. The writer and I developed tagline options separately, and my line, “Donating is your superpower,” became the anchor that reformed the entire campaign. I carried that platform across a 30-second TV spot, radio, and print. Because the foundation was strong, it seamlessly supported the client’s 3D superhero-kid idea for the Telethon, giving the manual production process a clear creative direction.

Product

An integrated fundraising platform across TV, radio, print, out-of-home, and Telethon assets.

Role

Creative Director & Art Director

Team

Cora Brown + Adrian Newbold (Writer), Christian Sparkes (Director), Accomplice, Tenscope, and Atellier

Timeline

Core campaign → 2023 Telethon integration

The Result

A coherent, adaptable fundraising platform that gave donors an active, empowering role in the Janeway story.

Outcome

The “Superpower” platform appeared across TV, radio, print, out-of-home, and the 2023 Telethon, creating one recognizable donor-facing idea across the foundation’s outreach.