Over 30,000 children are treated annually at the Red Cross Children’s Hospital emergency centre and they were aiming to raise R1million over the festive period to help fund vital equipment upgrades. But for the Children’s Hospital Trust it’s challenging raising money locally as there are nearly 300,000 registered charitable organisations and a cost-of-living crisis. So we said, what if we got a million people to donate just R1 each? Not just the children, but every one Rand you can spare counts. The campaign raised 50% above the target and resonated so well it was adopted as the brand platform.
