The Indigenous Marathon Foundation (IMF) has appointed SLIK to lead the national marketing and fundraising campaign focused on the 2025 Indigenous Marathon Project (IMP) running squad.
The campaign, launching in July, aims to raise $1 million to support IMF’s programs that help First Nations Australians through running and resilience.
It will follow the training journey of 12 first-time Indigenous marathoners, including newly announced ambassadors NRL player Johnathan Thurston and AFL player Lance “Buddy” Franklin, as they prepare for the New York City Marathon in November.
“IMF is doing incredible work to create lasting change in First Nations communities by using running and physical activity to promote health, create inspirational leaders, improve education and more. We’re honoured to help bring their vision to life,” said Kim Verbrugghe, managing director at SLIK.
“This campaign is more than a fundraiser. It’s a chance to unite Australians through powerful storytelling and purpose-driven action.”
SLIK will use storytelling, digital tools, and a creative PR stunt to connect with AFL and NRL fans and IMF’s growing community.
The creative agency has experience working on social impact projects, including with Paralympics Australia, FightMND, and Aboriginal Affairs NSW, and will focus on expanding the campaign’s reach and engagement.
Katie Brown, partnership and philanthropy manager at IMF, said the foundation wanted a partner who could bring creative ambition and cultural sensitivity to the project.
“SLIK really listened to the spirit of our work. They understand that this is a story of strength, pride, and possibility – and they’ve developed a campaign model that both moves people and drives results.”
The campaign will unfold over 12 months, with key moments tied to milestones for the IMF running squad and community events.
As a Supply Nation-registered agency connected to Indigenous creators, SLIK brings both creative skills and cultural understanding to the work.
Verbrugghe added: “This is a story about inclusion, belonging and belief. We’re proud to be walking, and running, alongside IMF to support their cause.”