Think of the Kids

The Kids Research Institute (formerly Telethon Kids Institute) faced a big challenge: losing the much-loved “Telethon” name that had built decades of trust and support.

We helped them step into their next chapter with confidence, creating a bold new identity and a campaign that reminded Australians why their work matters.

Phase two, Think of The Kids, was created to expand that feeling even further. Built on the idea that when kids are sick it’s hard to think of anything else, it showed how researchers help to carry the weight — turning “thinking” into medicines, treatments and hope – so families can get back to life.

The results were transformative: EOFY fundraising tripled, a $2.4m loss in FY23 flipped to a $10.8m surplus in FY24, and income surged to $132.5m, fuelled by landmark philanthropic gifts.