Red Nose Day is one of Britain's most beloved fundraising traditions. But after decades of the same red nose, the campaign faced a quiet challenge: the symbol had become familiar to the point of passive. People wore it. They didn't feel ownership over it. And for a younger generation that had grown up creating, customising and sharing everything, simply wearing something was no longer enough.
The Red Nose had always been designed for you. For the first time, we designed it with you.
We created the Design-Yer-Nose, a blank canvas nose that anyone could make their own. But a blank canvas is only as exciting as the confidence to start, so we brought in Mr Doodle, the world's most recognisable doodling artist, to show kids how. The partnership gave the campaign a creative mentor and a cultural hook, turning a charity mechanic into a genuinely exciting creative invitation. We built the whole world on Amazon, activated a Twitch livestream with Mr Doodle and the creators younger audiences already followed, and used Alexa to give families a frictionless way to donate at home.
Comic Relief's loyal supporters would always show up. The bigger opportunity was the generation for whom Red Nose Day felt like their parents' thing. They live on Twitch, they follow creators, they make things. So we stopped asking them to wear the cause and started inviting them to create it.
The insight driving everything: creativity is the most personal form of generosity. When you design your own nose, the cause becomes yours too.
Result: 800K+ noses and merch sold. £4M raised in donations.
[ BRANDSTORE EXPERIENCE ]
[ TWITCH EXPERIENCE ]