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.
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
Producer/Director: Karen Warner
Production Company: Chief Entertainment
Client: Cure Cancer Australia
Chief Executive Officer: Floyd Larsen
Brand, Marketing & Communications Manager: Sarah McCarthy
8 Comments
And BBQ’s have been consistently linked to bowel cancer.
Let’s smoke a cigar to end lung cancer.
Twat.
Puntastic headline!!!
I think this is great. Good, simple celeb endorsement idea for a great cause. Well done on getting Hogan. Aussies will love it. I bloody love it. Signing up now.
@Not-so-old Creative Group Head guy; I salute you. My first thought when I saw this.
Wow. You needed a top Director, sorry, visual story teller, to capture THAT???
I agree with the “BBQs cause cancer” people’s comments. I recently read that meat, oxygen, petrol, the lesser apes and drinking from plastic bottles causes cancer. Luckily I found out about a wonder product called Herbalife that can cure cancer. Sure it’s a pyramid scheme, but the ancient Egyptians worshipped pyramids and they turned out alright, all except that inbred one, you know, the one with the club foot, or was it club sandwich.
Anyway all this talk of sandwiches has made me hungry. The point is, everything causes cancer, so if you want to raise money to cure it, you need to be careful, because the polymer used in money also causes cancer. It must be true I read it on the internet.
https://www.cancercouncil.com.au/21639/cancer-information/cancer-risk-and-prevention/healthy-weight-diet-and-exercise/meat-and-cancer/
So is he doing the ads for free