Canteen Australia, a national support charity for adolescents and young adults battling cancer, has announced significant steps in revitalising its brand for 2024. In anticipation of the 30th anniversary of National Bandanna Day in October, CanTeen has introduced Janelle Cook as its new executive director of marketing and fundraising. Alongside this appointment, the charity has forged a partnership with the creative technology agency whiteGREY.
CanTeen is not alone in Australian charities refreshing its image and messaging, working to reconnect audiences with its mission and purpose in 2024. The Leukaemia Foundation has similarly launched a new brand platform for its annual peer-to-peer fundraiser, The World’s Greatest Shave.
This move marks a significant departure for the Leukaemia Foundation, as it steps away from its iconic chin-characters, which have been synonymous with the event since 2007.
See also: Leukaemia Foundation tackles lagging interest in World’s Greatest Shave with brand overhaul
Commenting on her appointment, Cook stated: “Canteen has a rich history of empowering and connecting people, young and old, through their programs and engagement of the community, and we will continue to build on that. I’m honoured to be driving the next phase of the organisation’s big brand change aspirations.”
She continued, “We’re excited to be working with whiteGREY to reinvigorate the Canteen brand and leverage the 30th anniversary of our iconic Bandanna Day campaign in 2024. With the team’s passionate commitment to our cause as well as their excellent strategic and creative insight, we can’t wait to see where the partnership leads.”
Lee Simpson, chief executive officer of whiteGREY, added, “Canteen wants to be in the corner of every young person when cancer crashes into their world. We look forward to creating innovative work to engage with young people, their families and the wider public and play a part in delivering to that inspiring mission.”
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