Pip Russell – founder of Juiced TV

For the past 9 years, Pip has been a presenter for two of Network Ten’s national children’s shows, Toasted TV and Totally Wild. During this time, she’s had many adventures throughout the country and overseas, met some incredibly inspiring people, and had the chance to get up close with animals she’d never even heard of.

While Pip gained extensive production skills working on national and international shoots, she also used her public profile to champion many charitable organisations such as The Children’s Hospital Foundation, Care Australia, The PA Research Foundation and Cerebral Palsy League.

Pip’s deep passion for supporting meaningful causes has already seen her raise over $20,000 for cancer research at the Queensland Institute of Medical Research, present a documentary on Australian Aid in Cambodia, and volunteer in remote villages in Africa, as well as with many local organisations such as s.p.a.c.e (Specialised Programs and Community Endeavours), and the Children’s Hospital Foundation.

Now, she’s on a mission to give sick kids back their childhood, with Juiced TV.

In the end for me, the business plans/values/mission statements and all of the ‘paperwork’ has come last… I just got my idea on paper and created a pilot video, then started to talking to people about what it was I wanted to create.

juicedtv.com.au @juiced_TV facebook


Tell us a little bit about your idea and what made you decide to take the plunge and make it happen?

At it’s core, Juiced is a TV show made by the kids in hospital, for the kids in hospital.

But, it really is much more than that. It will improve the hospital experience for sick kids, and create a unique way for them and their families to engage and communicate with one another, while also reducing the alienation felt in an environment that can be scary and sometimes painful.

We’ll be creating a weekly television show that will be broadcast internally throughout the hospital, which has content generated by admitted patients, and will feature them, their families, and hospital staff, as well as outside talent and entertainers.

Experiences will also be created for sick kids based on their wishes and their family needs (for example, going behind the scenes at a zoo, swimming with dolphins, or meeting their favourite sporting idols). These experiences will be filmed and broadcast as a part of Juiced TV.

The online component of the program will also allow the kids and their families to share TV segments and their positive experiences with relatives and friends, while also making Juiced TV content accessible throughout the country.

The idea for Juiced began about 4 years ago, after organizing events for the kids in the hospital. The entertainers were so great that I thought we should start filming their acts to replay them for the kids that didn’t get to see them live. Then it all just grew from there. My aim is to create an experience, and a place, where sick kids can be just kids, and to build a platform that will allow the patients, families and friends to connect and support one another.

Trying to get the project off the ground while juggling full time work didn’t seem to be working for me, so I decided to quit my job and work in a yoga studio to make sure I knew I was giving it my best shot… and everything has wonderfully come together since then.

Please explain your business model

Currently, we are working with funds we have through our first Pozible campaign (extremely grateful to the support of the public, which saw us not only reach, but double our target!!!), and also through the Children’s Hospital Foundation. We’ll be looking for sponsorship partners to come on board to ensure the program is ongoing, as well as growing.

What are you working on right now and what are you most excited about in the next three months? 

In the next 3 months, we’ll have our first weeks of filming, and will be officially launching at The Lady Cilento Children’s Hospital. This is such a huge time that I’ve dreamt about for so long. I find myself pinching myself throughout the day as I’m teeing up content for the kids.

How do you make ideas happen?

First of all, you’ve got to be passionate about your idea. No one is going to want to help develop or contribute to an idea that sounds half-hearted. From here, I think it’s about finding a unique way to position your idea, and to really nail what makes your idea better than all of the other ideas out there similar to yours.

With Juiced, I realised it wasn’t just about creating entertainment and a distraction for the kids in hospital, but about creating a unique way for them to communicate with one another, and giving them an opportunity to take back choice and control. By creating a program that promotes all of the hospital services, while encouraging the kids to be creating and help their own learning, the entertainment and distraction will follow.

Juiced workspace

What challenges have you faced when starting or growing a business/organisation in Australia?

The one part of my business which I was experienced in, is the making tv and working with kids bit. But that was the light at the end of the tunnel. I felt quite out of my depth when beginning to look at legals and risk assessment, creating business plans and looking at the marketing and brand strategy side of things. I had no idea what was supposed to come first?

In the end for me, the business plans/values/mission statements and all of the ‘paperwork’ has come last… I just got my idea on paper and created a pilot video, then started to talking to people about what it was I wanted to create. Before too long, I was being introduced to people who could help me out in the areas I was unfamiliar with. I shouted a lot of people coffees, asked a lot of questions, and took a lot of notes.

What people/companies/organisations do you think are doing really cool stuff in your industry at the moment? 

Hello Sunday Morning

Thank You Water

Speaking of affecting social change, we’ve teamed up with Shout for Good to encourage readers to ‘shout a coffee’ to charity by clicking the button below. Is there a particular charity you’d like to support?

Care Australia … After seeing first hand the work they’re doing in Cambodia, and the change they’ve helped create.

Are there opportunities for people to get involved with your idea (e.g. are you looking for funding, interns, marketing help)?

The cost of production (filming and editing) is our largest expense, so currently we’re looking for sponsors to come on board to ensure that Juiced can continue, and then grow to be a national program that can connect all kids in hospitals around the country.

We’re aiming to build a community of Australian idea makers helping each other. If you could have one question answered about startups, marketing, social media, accounting, monetization, product development etc. What would it be?

How much time should a start up invest in marketing and social media, and how do you measure the impact/success of social media campaigns?

What’s your favourite bar/café/restaurant?

Brown Dog Café in Woolloongabba, Brisbane.

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