Red Nose Day

The Childhood Dreamstakes

Agency: Gus


Red Nose Day, the annual fundraising event by Comic Relief US dedicated to ending child poverty, marks its 10th year on May 23rd with an exciting twist - the launch of “The Childhood Dreamstakes,” a fantastical campaign that brings back the joy of childhood and makes giving fun like never before.

This visionary initiative, developed in collaboration with creative strategy company Gus, invites people to relive the joy, wonder, and adventure of being a kid. Through June 3rd, everyone who donates to enter at has the chance to win one of six prizes inspired by childhood dreams, all to support one very serious mission - ending childhood poverty. The larger-than-life prizes include riding in a monster truck, befriending a penguin, eating a life-sized cookie replica of yourself, indulging in a life-sized cotton candy castle, and more.

Winners will be announced in June with prizes awarded through July. All proceeds will help ensure more kids will have access to healthcare, nutritious food, quality education, and safe housing.

The Childhood Dreamstakes aims to both raise life-changing funds for children facing poverty and remind adults of the carefree joy every child deserves. The campaign’s emphasis on fun aligns with recent research findings published in the Journal of Consumer Research, which demonstrate the effectiveness of positive emotions in increasing intention to donate compared to negative emotions. By focusing on joy, nostalgia, and the whimsical dreams of childhood, Gus has created a fundraising campaign that fosters a genuine connection with Red Nose Day’s mission.

Graham Douglas, Co-Founder & Creative Director at Gus, shares the vision of The Childhood Dreamstakes, stating: "Our goal was simple: create an outsized impact for kids by making the act of doing something good actually fun for a change. These days we’re all facing a constant barrage of negativity. And if the news weren’t enough, so many brands and organizations use negativity and fear to guilt-trip you into taking action. It’s not just a tired, lame tactic, it’s a beatdown. So we partnered with Red Nose Day to do the exact opposite.”

"It's the world’s first sweepstakes where adults can get a little bit of childhood back,” added Spencer LaVallee, Co-Founder & Creative Director, Gus. “Every donation to help brighten children’s futures is a chance to win a real-life childhood dream. To us, it's a reminder of the carefree happiness every child deserves, and the childhood sense of fun and wonder every adult should try their best to hold onto."

The Childhood Dreamstakes also serves as the first expression of Red Nose Day’s new strategic brand platform, crafted by Gus, to reinforce the nonprofit’s mission: “Less childhood poverty, more childhood.”

"Childhood Dreamstakes is a way for us all to come together around the joy, whimsy, and excitement of childhood, remembering how we can all play a part in protecting the childhood experiences of all children," said Alison Moore, CEO of Comic Relief US. "Growing up should be a time for kids to have fun, explore, learn, and grow. But right now, millions of children and families in the U.S. are burdened by rising poverty. We believe less childhood poverty means more childhood. And more childhood means more opportunity for kids to chase their dreams."

In addition to the creative concept and brand platform, the Gus team developed an integrated marketing campaign to promote The Childhood Dreamstakes nationwide across broadcast and connected TV, outdoor, print, social media, and digital platforms.

This year, it's easier than ever to step into the spirit of Red Nose Day with a fun, free, and all-new digital Red Nose Day USA filter. With five backgrounds to choose from, including rainbows, balloons, glitter and confetti, users can easily donate and support the campaign in style across Instagram, TikTok, Snapchat, and Facebook.

Red Nose Day has raised $370 million since it began in the U.S. in 2015. The funds directly support programs that empower children and provide food, shelter, health services, education, and more, positively impacting more than 35 million children and young people to date across the U.S. and around the world.

This professional campaign titled 'The Childhood Dreamstakes' was published in United States in May, 2024. It was created for the brand: Red Nose Day, by ad agency: Gus. This Integrated medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 2 months ago.


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.