Cure Kids has collaborated with New Zealand-based integrated communications agency, Bastion Shine, to breathe new life into the iconic Red Nose Day campaign. The campaign aims to raise crucial funds to support significant research for children's health, and kicks off with a video featuring Kiwi comedian, Chris Parker.

Cure Kids has decided to retire the traditional red foam noses in New Zealand for environmental reasons. In its place, Bastion Shine has designed the 'Go Red for Red Nose Day' challenge, encouraging participants to create and undertake embarrassing challenges that will make them 'Go Red'.

The campaign will run via out of home, PR and social media for a month, encouraging participants to create and undertake embarrassing challenges that will make them 'Go Red'. Some of New Zealand’s most well-known personalities are pledging to 'Go Red' with their own embarrassing challenges, including NZ Warriors legend Dallin Watene-Zelezniak and radio hosts Jono Pryor and Boyce. Red Nose Day will run from July 1 – 31, with Red Nose Day itself taking place on July 5.

"We’re confident we’ve struck the right balance of injecting a new spin on such an iconic property. These things build over time, but we’re thrilled by the initial support we’ve received for the ‘Go Red’ idea,” said Bastion Shine’s Chief Creative Officer, Rich Maddocks.

"We love the fun and comedic nature of this new theme. It’s a great feeling knowing we can put a smile on people’s faces, all while supporting research projects that address some of the most important issues facing our tamariki," said Head of Marketing for Cure Kids, Maria Hutcheson.

Cure Kids’ Red Nose Day is also the official charity partner of NZ CreatorCon, Aotearoa New Zealand’s largest conference for content creators, brands and agencies, which is supported by Meta and TikTok.

"It is such a privilege to be able to work with Bastion Shine to reinvent Red Nose Day for 2024, and we are thrilled with the campaign they have delivered,” Hutcheson said.

Bastion Shine is the Aotearoa New Zealand chapter of Bastion, an Australian independent full-service marketing and communications agency.