After missing their festive fundraising targets in 2019, the Children’s Hospital Trust approached us to conceptualise a fundraising campaign for the 2020 festive season. But how do you raise R1,000,000 during a global pandemic and crushing socio-economic lockdowns? You ask a million people to give only R1 because every little one counts: every child that is treated at the Red Cross Hospital and every R1 that gets donated.

We created “Onesie” and his friends and shared across social media how these loveable little One Rands come together to become much-needed and life-saving equipment for the effective treatment of sick or injured children at the Red Cross Hospital. After all the little bits were counted, we raised a whopping R1,500,000.

The concept was so well received that it was adapted as the brand platform going forward.

PS. Only 3 people donated the minimum of R1