Leukaemia & Blood Cancer NZ do groundbreaking (and lifesaving) work for Kiwis living with blood related illnesses, but they rely on public donations to be able to do so. The challenging nature of fundraising had put their annual ‘Shave for a Cure’ campaign under strain with significant declines in both participants and overall revenue. Something needed to change.

After conducting comprehensive research with past shavees, we uncovered insights and learnings which we applied directly to created a sophisticated multi-layer campaign across TV, cinema, OOH, print and digital fundraising platforms.

For our creative approach we playfully established hair as an everyday villain — it slows you down, tangles you up and is in no hurry to dry. So why not get rid of the lot of it while doing something good for your community?

Results

1,879

Shavee Sign Ups (125% of target)

$1.24 million

Raised in donations

Related work

marketing | strategy | content

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