Cure Cancer Australia launches BarbeCURE initiative to help raise funds for emerging cancer research
Cure Cancer Australia has secured significant in-kind and financial support from advertisers and media for the launch of its inaugural national BarbeCURE fundraising campaign. BarbeCURE is encouraging Australians to raise funds for cancer research by holding a barbecue during April.
High profile ambassadors behind the campaign include Paul Hogan AM, Ray Meagher (‘Alf’ Home & Away), Hon Barnaby Joyce MP, Lyndey Milan OAM and Simon Johnson.
Chief Executive Officer of Cure Cancer Australia, Floyd Larsen, said the support from the community and media has been overwhelming.
“We only had to ask, and everybody came on board,” she said.
Media partners supporting the campaign include: Frontier Advertising, Weber Shandwick, Facebook, Instagram, Google, MCN, SEN Digital Radio, Adshel, NewsLife Media, NewsCorp and Australian Radio Network.
Other ambassadors include Dan Hunt (St George Illawarra Community Ambassador and retired NRL player), Kim Terakes (Cook and Writer), Michele Chevalley Hedge (Nutritionist and Health Writer) and John Fink (Restaurateur).
Brand, strategy and design agency The Gallery developed the campaign.
Managing Director of The Gallery, John Karas, said the concept of holding a barbecue to raise funds meant the initiative had a uniquely Australian flavour.
“We needed to develop a campaign that people could adopt as part of their normal social activity and did not require running, swimming, shaving, or selling.
“The theme of “Having a barbecue? Make it a BarbeCURE” is readily understood and reinforces the Cure Cancer Australia brand.”
Newly appointed Brand, Marketing and Communications Manager, Sarah McCarthy (ex Cancer Council NSW, Corbis and JWT) said BarbeCURE was among a number of activities Cure Cancer Australia has planned to increase its profile and fundraising abilities.
“Cure Cancer Australia is a not for profit organisationthat has funded 471 cancer research projects over the past 49 years and relies substantially on public support. We have a limited budget for marketing and promotion and would not have been able to achieve the necessary breadth of coverage we needed to make BarbeCURE a success without the generous support of our ambassadors and media partners.”