Mark Hughes Foundation launches Beanie for Brain Cancer campaign, via Lionize
Lionize has partnered with the Mark Hughes Foundation to release a campaign for the 2025 Beanie for Brain Cancer initiative. Woolworths is also a major retail partner for the work.
The announcement:
Independent creative agency LIONIZE, in partnership with the Mark Hughes Foundation, today launches the 2025 Beanie for Brain Cancer campaign—set to be the biggest in its 10+ year history thanks to a powerful new national campaign and the addition of Woolworths as a major retail partner.
Founded by former NRL player Mark Hughes and his wife Kirralee after Mark’s own brain cancer diagnosis in 2013, the Mark Hughes Foundation raises vital funds for research, drives awareness, and provides support for patients and their families battling the disease.
“This year is a major milestone for our Foundation,” said Mark Hughes, “To have Woolworths come on board and stock our beanies nationwide is an incredible show of support. We’re extremely grateful to Woolworths and to the team at LIONIZE who have been instrumental in making this partnership happen and taking our campaign to the next level.”
The 2025 Beanie for Brain Cancer campaign featuring Kalyn Ponga of the Newcastle Knights as a Brand Ambassador goes live on May 28th, with a high-impact, integrated rollout across TV, radio, outdoor, transit, press, and social media. Created by LIONIZE for the second year running, the campaign was produced in collaboration with Toybox Films and EMG Photography and has been backed by the support of generous media partners contributing over $1 million in value-add placements.
“We’re incredibly proud to once again stand beside the Mark Hughes Foundation for this life-changing cause,” said Mikey Taylor, CEO of LIONIZE, “From securing national retail support with Woolworths, to developing this year’s campaign, and managing a huge media rollout—this is a true passion project for our whole team.”
In 2024, the MHF sold 135,000 beanies, raising over $3.1 million. With Woolworths now joining LOWES and selected IGA stores, expectations are high for 2025 to surpass previous fundraising records.
The campaign culminates in the annual NRL Beanie for Brain Cancer Round, which marks its ninth official round in 2025. The concept was originally developed in 2017 by the late Matt Callander, a former Channel 9 NRL producer who fought his own courageous battle with brain cancer.
New beanie designs go on sale from May 28th. Australians are urged to show their support: Wear Hope. Help Beat Brain Cancer. Buy your beanie online at https://markhughesfoundation.com.au/ or head into LOWES, selected Woolworths and IGA stores.
Why It Matters
Brain cancer facts that can’t be ignored:
- Kills more children than any other disease
- Kills more people under 40 than any other cancer
- Only 2 in 10 people diagnosed survive more than 5 years
- Survival rates have barely changed in the last 30 years
- Receives less than 5% of federal cancer research funding
- One person is diagnosed every 5 hours in Australia
Credits:
Client: Mark Hughes Foundation
– Mark and Kirralee Hughes
– Sharyn Rogers
– Kris Buderus
– Kasie Ferguson
Creative Agency, Media Planning and Media Buying: Lionize
– Mikey Taylor, CEO
– Gemma Tugby, General Manager
– Kevin Bolleteau, Creative Lead
– Peter Kavanagh, Senior Designer
– Luisa Molinaro, Designer
Motion Production: Toybox Films
– Aaron Haberfield
Photography: EMG Photography
– Emily Goldman
Source: Lionize
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