The Leukaemia Foundation hands the World’s Greatest Shave to Thinkerbell
Thinkerbell has won a competitive pitch that will see them serve as the lead agency for the Leukaemia Foundation’s fundraising initiative, the World’s Greatest Shave 2025.
The appointment results in the Leukaemia Foundation operating on an integrated model, requiring the advertising agency to provide them with creative support and media services.
Thinkerbell’s first piece of work with the charity was “to bring the 2025 World’s Greatest Shave campaign to life”, consisting of a Australian-targeting media strategy and a emphasis of the event’s participatory solidarity.
“We’ve recently learned blood cancer is on track to become Australia’s most common and most deadly cancer. It’s critical we raise more funds to urgently spearhead new initiatives that will head off this approaching storm,” said Susie Howard, general manager of communications and marketing services at the Leukaemia Foundation.
Howard went on to explain why the organisation decided to partner with Thinkerbell, saying that the agency presented an opportunity for widening the scope of the campaign’s message.
“The Leukaemia Foundation appointed Thinkerbell because their full-funnel approach to media planning, buying and optimisation offered the opportunity to help even more people connect with our mission through our World’s Greatest Shave fundraising event.
“Their previous work in the not-for-profit sector and ability to join up their media thinking with creative services has been beneficial in delivering an efficient and effective campaign that we hope delivers against our goal of raising $12m for blood cancer research and support.”
“We are so pleased to be working with The Leukaemia Foundation on this wonderful brand. We have applied some Measured Magic to The World’s Greatest Shave, and we look forward to achieving strong results in participation and donations,” added Hannah Nickels, national head media thinker at Thinkerbell.
Thinkerbell’s iteration of the World’s Greatest Shave creative entered the market via online video and social media channels in January. It will utilise certain regional radio stations, out-of-home (OOH) and TV platforms throughout February, in the lead up to March – the month when the official shaving event takes place.
In 2024, production house and creative agency, Jack Nimble, was chosen to craft the creative for the World’s Greatest Shave, resulting in the ‘That’s Bloody Beautiful’ campaign.
Those wanting to participate in this year’s shave can sign up at the website.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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