Mount Franklin extends its iconic pink lids campaign to help fund additional McGrath Breast Care Nurses around Australia via McCann Sydney

In a bid to empower consumers to share the McGrath Foundation message, donate and engage with the charity, ‘Mount Franklin’ has revamped and extended its famous pink lids campaign to help fund additional McGrath Breast Care Nurses in communities right across Australia via McCann Sydney.

In addition to donating $250,000 in 2012 to the McGrath Foundation the multi-phased ‘Message’ campaign will see ‘Mount Franklin’ donate its most valuable real estate – its bottle – to the McGrath Foundation, enabling Australians to view and share video messages of support, using QR code technology.

From mid-September, bottles of ‘Mount Franklin’ spring water will become a voice for the McGrath Foundation, encouraging consumers to get involved, either by donating, passing on a message or creating their own message of support.

Click here to view the campaign.

‘Mount Franklin’ bottles will be given a makeover to promote the ‘Message’ campaign, with various packaging designs being rolled out over the 5- month campaign in an aim to draw attention to the cause and encourage participation. With the first phase of packaging features the phrase ‘A Message Just for You’.

To kick-start the movement, a number of well-known Aussies donated their time and recorded messages of their own to spread the word about the McGrath Foundation’s good work. Messages from household names such as Jennifer Hawkins, Adam Ashley Cooper, Elyse Perry, Michael Bevan, Fitzy and Wippa (left) and Adam Garcia will feature on bottles across Australia at launch.

As well as interacting with the campaign via mobile QR technology, Aussies can also view and upload messages and donate via a specially created website with all donations going directly to the McGrath Foundation.

Consumers can upload their own video messages, joining the bank of celebrity messages for people to view throughout the campaign.

Customer partners have stepped up to support the McGrath Foundation with a number of customer specific activations launching in the coming months.

IGA will also be flying the pink flag in October selling special 4×1.5L ‘Mount Franklin’ multipacks with 10c from each pack being donated to the McGrath Foundation.

Hoyts are proud to be donating $1 to the McGrath Foundation for every ‘Mount Franklin’ and popcorn combo pack sold during October. Popcorn boxes will feature a custom QR code that will lead to a message from Australian actor and tap dancer, Garcia.

Says Belinda Brennan, head of Coca-Cola Amatil Brands: “We’re proud to continue our support of the McGrath Foundation again this year. Through social media and our customer partners we will amplify the reach of our fund raising efforts to people across Australia.

“We want consumers to engage with the charity and hope motivate hundreds of thousands of Australians to record a message of support for the McGrath Foundation – in turn telling millions of Australians about the great work they do and encouraging them to donate.”

In an effort to encourage participation and raise additional funds at launch, ‘Mount Franklin’ will donate $1 to the McGrath Foundation for every eligible video message recorded during September and October.

The campaign will culminate with an activation at Jane McGrath Day that will see messages from the campaign being screen on the big screen during the Vodafone Sydney Pink Test.

Creative: McCann

PR: One Green Bean