Kids of Macarthur and IMA launch campaign to fund paediatric nurse training

Kids of Macarthur Health Foundation, in partnership with Campbelltown and Camden Emergency Department, has launched a new campaign to support its Paediatric Life Support Program, a community-led initiative that trains nurses in Advanced Paediatric Life Support (APLS).

The campaign, developed pro bono by consultancy IMA B2B, is the second phase of an effort first launched in 2023. To date, the program has trained 20 Campbelltown-based nurses using community donations. The initiative receives no government funding and relies entirely on local support.

This latest iteration centres on an emotion-led message: “fund a nurse, save a child’s life”, and includes a print and digital brochure, community engagement push, and a video featuring the survival story of young patient Tommy.

Tommy was treated by Kayla, an APLS-trained nurse, after a funnel-web spider bite left him in critical condition with organ failure. Thanks to Kayla’s specialised training, Tommy made a full recovery.

“Our campaign puts real human stories front and centre,” said Jake Cush, Chief Commercial Officer at IMA. “By showing how just $1,920 can fund one nurse’s specialist training, we’re making the donation ask tangible, actionable and emotionally resonant.”

Alex Buttfield, Deputy Director at Campbelltown Emergency Department and the program’s lead organiser, said: “Tommy’s survival is a powerful testament to the life-saving potential of this program and just one of many untold success stories emerging from Campbelltown ED.”

The campaign aims to appeal to local residents, small businesses and potential donors, and could expand to include events, below-the-line activations and corporate partnerships in future.

Credit list Agency: IMA B2B Karl Boothroyd – CEO Karla Nicholls – Client Support Daryl Brown – Videographer Simon Gaffney – Creative Director Aaron Johns – Art Director

Client Alex Buttfield – Deputy Director Campbelltown ED Denise McGrath - Chief Executive Officer of Kids of Macarthur Emma - mother of Tommy Alicia and Kayla- registered nurses

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