Cure Cancer Australia snags Paul Hogan for launch of ‘Summer of BARBECUREs’ campaign via agency Behaviour Change Partners, Sydney

Cure Cancer Australia has launched a new campaign via newly appointed agency Behaviour Change Partners for its inaugural national ‘Summer of BARBECUREs’ fundraising initiative.

Starring BARBECURE ambassador Paul Hogan AM, Cure Cancer Australia worked with leading freelance director/producer Karen Warner to bring the campaign to life. With over 20 years’ experience in commercial television, Warner is one of Australia’s most respected television producers and visual storytellers.

Together with agency Behaviour Change Partners, and the generous in-kind support of major media partners including: Adshel, Cabcharge, Channel 7, Facebook, Frontier Advertising, Google and MCN, Cure Cancer Australia’s BARBECURE campaign will run across television, outdoor, taxi backs, radio, print and online between now and February 2017.

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Behaviour Change Partners Founding Partner Paul Fishlock said: “BARBECURE is such a strong fundraising idea and Paul Hogan is such an Australian icon to have fronting the campaign that it was a privilege for our agency to bring it to life across print and digital channels.”

Says Warner: “It was a great honour to work with the team at Cure Cancer Australia on this incredibly important fundraising campaign. Paul Hogan is as fun to work with as you would imagine, and shooting with the Sydney Harbour Bridge in the background, reinforces the iconic image of Hoges throwing a shrimp on the Barbie from the famous 1980s Tourism Australia campaign, but this time for a worthwhile cause to raise funds for cancer research.”

Cure Cancer Australia CEO Mrs Floyd Larsen said support of the campaign from the community and media industry has been overwhelming. “With one Australian dying from cancer every 12 minutes*, cancer is a disease that touches us all. We only had to ask, and everybody came on board,” she said. “As a concept, making a BBQ, a BARBECURE is easily understood and ultimately turns something that every Australian is likely to participate in at least once over the summer, into an easy opportunity to raise vital funds to help cure cancer.”

On securing Paul Hogan AM as the campaign ambassador, Mrs Larsen added: “As an advocate for the work we do, we could not ask for better. Paul Hogan’s support for Cure Cancer Australia will allow us to reach new audiences. Our brightest early-career researchers often struggle to find funding which means that Australia is losing some of these brilliant researchers who could have the answers – and cures – if given the chance to do their work.

To become a host, to donate or for more information about BARBECURE, visit barbecure.com.au

Agency: Behaviour Change Partners

Brand, Marketing & Communications Manager: Sarah McCarthy