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Red Nail's free campaign to save children
According to the Walter Sisulu Paediatric Cardiac Centre for Africa (WSPCCA,) at the Netcare Sunninghill Hospital, one out of every 100 children born in the world has a congenital heart defect. In Africa, 99% of these children die due to lack of treatment. Ironically, given financial resources, 95% of these babies could be saved. Creative agency Red Nail has come to the party by creating a pro bono, multi-media campaign to create a call to action for donations to the WSPCCA, enabling them to diagnose, treat and perform life saving interventions, it was announced on Monday, 15 June 2009.
The WSPCCA was established in November 2003 to address this situation and extend hope to the thousands of children across Africa and South Africa. Less than 30% of South African, and less than 1% of African children, benefit from life-saving operations. The rest die.
Red Nail has freely offered its services in establishing the first phase of the Walter Sisulu Heal a Heart campaign. The aim of the communication is to introduce the initiative to the public and encourage them to ‘give with all your heart' in the form of much-needed donations and support. The hard-hitting strategy spans a 45 second TV commercial, a 30 second radio commercial, and print ads which go public this month.
The average cost of a child's cardiac surgery is in excess of R250 000. With support from service providers, discounts and donations, the WSPCCA has reduced the cost of these lifesaving operations to R150 000 per child.
Anita Prendergast, Leo Burnett Group MD comments “We have partnered with all our suppliers; voice-over artists and broadcasters to come on board so that the complete campaign hasn't cost the Walter Sisulu Paediatric Centre a cent. If our efforts can save the life of just one child, it has been worth it. The admirable initiative ensures that 98c of every R1 donated, goes to the actual surgical procedure.”
Royal connection
Global patron to the WSPCCA is HRH Princess Haya, wife of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai. HRH Princess Haya became involved with the WSPCCA in April 2008 when she visited the centre on a legacy tour with former President Mandela to raise awareness of Africa paediatric cardiac health.
“When I visited the WSPCCA I was immediately touched by the good work that the foundation does. The WSPCCA is an organisation which reflects the values and beliefs that I hold dear. In addition, Africa is a part of the world that I have visited often and have come to love.”
Dr. Robin Kinsley, head of cardiothoracic surgery at the Netcare Sunninghill Hospital and founder of the WSPCCA comments “With the Princess's involvement, we are hopeful that an increased awareness of the disorder will lead to more research, investment and training in the field of paediatric cardiology and corrective surgery across Africa,” Kinsley concludes.
