Red Nose Australia was undertaking one of the most significant changes in its history — a full rebrand, digital transformation, and service model change. I served as senior advisor across brand, digital, communications, and change management for a program worth over $13M.

The situation
Red Nose Australia, previously known as SIDS and Kids Foundation, was undertaking one of the most significant changes in its history. The organisation was broadening its mission beyond SIDS research to support all families affected by infant death, and needed to rebuild its brand, digital presence, and national communications to reflect that shift. The program involved brand, culture, digital infrastructure, stakeholder managment and national communications — with $7.5M in donated media value secured from major national outlets.

My role
I was engaged as Senior Marketing and Communications Advisor on a 6-month contract that extended to 12-months. In practice, I coordinated brand, digital, stakeholder engagement, and communications workstreams across a small internal team and external agencies, advising stakeholders and board members on strategy and operations while also doing a significant amount of the hands-on delivery.

What I did
I developed and delivered the national communications and engagement strategy across the brand, culture, and service transition change. I produced marketing, corporate, and fundraising materials spanning digital, print, and campaign formats. I guided a complex website redevelopment and digital platform transformation, improving public access to bereavement services and information for families across Australia, alongside a secure portal for medical professionals to access research and sensitive clinical information.

I coordinated medical scientists and researchers, media partners, government stakeholders, and external agencies to align messaging and launch activity across a complex, emotionally sensitive program. I applied change management principles throughout a national rollout, helping the organisation navigate a transition that was as much about identity and values as it was about brand.

What it delivered
Full national rebrand ($1.8M) and organisational communications program delivered on time. $7.5M in donated national media value was activated across the campaign. Digital platform redeveloped ($3.5M) and launched, improving access to bereavement services and a scientific/medical knowledge base portal nationally. National communications aligned across all channels, partners, and stakeholder groups. The organisation successfully transitioned its public identity and service model with improved stakeholder and community support.