Leukaemia Foundation calls creative tender for World’s Greatest Shave
The Leukaemia Foundation has called an open tender for the creative remit for the World’s Greatest Shave as the charity looks to end its iconic upside-down chin campaign.
The World’s Greatest Shave, one of Australia’s longest-running peer-to-peer fundraisers, raises money to help Australians impacted by blood cancer.
The familiar upside-down chins campaign of the World’s Greatest Shave has been in place since 2007, and Leukaemia Foundation general manager of fundraising and growth, Charlotte Webb, said it is time for a refresh.
“World’s Greatest Shave has a long and proud heritage. More than two million people have sacrificed their hair, or donated to someone who has, over the last 25 years, helping fund life-changing blood cancer support and research,” Webb said.
“We hold an ambitious vision – a future where no life is lost to blood cancer. To achieve this, we must usher in a new era for World’s Greatest Shave. We need to connect more people with the cause to raise substantial funds for the benefit of Australians impacted by blood cancer.”
Webb hopes the change will encourage a new generation of people to participate and donate, as the charity has seen declining numbers in recent years.
“We’re armed with important new insights and data and are looking for an agency that can help us develop a bold new vision, for World’s Greatest Shave, rather than simply evolve the creative approach,” she said.
“Every year our incredible community show such bravery, solidarity and joy as they participate and donate to support Australians living with blood cancer. Through this journey we hope to find a partner agency that respects and reflects that commitment with a strong new creative approach that continues to set World’s Greatest Shave apart from the rest.”
Abnorml, which has held the creative remit since 2015, will be invited to be part of the tender process.
Webb said the charity is grateful for previous creative partners and work: “I’d like to thank all of our creative partners who have helped make World’s Greatest Shave such a success over the years.”
The Leukaemia Foundation’s media agency, OMD, recently raised $40,000 for the charity via its World’s Greatest Shave event.
Agencies interested can submit an EOI by Wednesday, 24 May via emailing brand@leukaemia.org.au
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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