Women’s & Children’s Hospital Foundation

The Women’s & Children’s Hospital Foundation (WCH Foundation), the official charity of the Women’s and Children’s Hospital and the Women’s and Children’s Health Network (WCHN), was seeking to launch a new research program which would have a genuine, positive impact on the health and wellbeing of mums, children and families.

While they had always funded smaller seed or pilot projects addressing maternal and/or paediatric health that led to larger scale projects, their independent review resulted in the creation of a new program. This would see $10 million invested over five years into research funding focused on key priority areas determined by the greatest need to further enhance the quality healthcare provided by WCHN.

To ensure the new model was understood by the broad number of stakeholders, including research partners who needed to be targeted to apply for grant funding, we were set with the task of developing the launch strategy.

We began our partnership with a workshop to gain further insights into the stakeholders, what they value and the new research program to ensure we developed a plan that would maximise the launch opportunity and build awareness among those key audiences.

Our integrated approach included:

• Launch Communications Strategy
• Naming, brand narrative and brand identity
• Design and production management
• Content creation, including copywriting for web and social media
• Video production
• Photoshoot
• Publicity
• Communications materials

Bloom Research Program – Big thinking for little people and their mums – was born, with the name and brand which was organic in its feel representing nurturing, growth, flourishing – words associated with mothers and their children as well as the role the hospital plays in the lives of so many.

Having launched in February 2023, Bloom Research Program has received the attention it deserves from the research community, with a strong number of applications flowing in.

The inaugural Bloom Round Table event in April recruited a team of 12 prominent researchers to aid in the decision-making for funding and drew 40 researchers from 14 different teams. It received overwhelmingly positive feedback from all those involved.

Paul Morton, Head of Fundraising & Marketing said “working with communikate et al was a seamless process. The team instilled confidence through the quality of the work and responsiveness, creating a sense of partnership rather than client/supplier.”