OMD unites rival radio networks for Leukaemia Foundation campaign

OMD Australia - Leukaemia Foundation

OMD united two rival radio networks, Nova Entertainment and ARN, to come together and promote the campaign on air.

OMD Australia has continued its partnership with the Leukaemia Foundation for a second year, supporting the charity’s largest annual event, World’s Greatest Shave, which sees Australians shave, cut, or colour their hair in support of those living with blood cancer.

This year, the Leukaemia Foundation opted for a creative campaign overhaul, shifting from its famous upside-down chins to a new tagline, That’s Bloody Beautiful.

Monique Cerreto, head of communication and media at Leukaemia Foundation, said: “Working with OMD has not only helped elevate and amplify our new brand campaign and tagline nationally, but connected the dots so beautifully between the way Australians consume media, and what will inspire them to take that next step of signing up. Put simply, it’s bloody beautiful.”

Zeroing in on the campaign’s call-to-arms brief, OMD united two rival radio networks, Nova Entertainment and ARN, to come together and promote the campaign on air. A Bondi Beach activation was led by OMD Create, the agency’s creative content division, and hosted by Smallzy and Mitch Churi.

Laura Henry, head of OMD Create Brisbane, said it was “bloody beautiful” for the rival radio networks to “bury the hatchet” for the campaign.

“This is such a special campaign and we’re thrilled to be able to bring it to life in a new and distinctive way this year. Every day, 53 Australians will hear the words ‘you have blood cancer’, so we are passionate about bringing attention to this important cause.

“The campaign is a great display of OMD’s diversified media capabilities in action and it’s wonderful to work with a client who is willing to do things differently to make a positive impact.”

OMD Australia - Leukaemia Foundation 2

OMD’s media approach for the campaign has also included the roll out of custom bar coasters with QR codes to sign up, gym screen media, dynamic out-of-home countdowns, a TikTok influencer campaign, and Today Show integration, including a weather cross with former NRL football star Sam Thaiday.

Also new to the media mix is oOh!media’s ‘barber shop’ bus shelters, located across Australia’s Eastern Seaboard.

Chris Tanti, Leukaemia Foundation’s CEO, said the campaign celebrates the everyday heroes in the community who are shaving, cutting, colouring, or donating.

“It is a clever play on words and nod to Aussie colloquialism, but it also creates a mutual connection and shared goal between those living with blood cancer and our incredible participants.”

As an agency, OMD expanded on its inaugural 2023 fundraising efforts and hosted World’s Greatest Shave events in its Brisbane, Melbourne, and Sydney offices.

OMDers and media partners from ARN, Nova Entertainment, and oOh!media joined forces to shave, cut, or colour their hair and cheer on 18 participants. Together, they surpassed last year’s total to raise $44,394.60 for Leukaemia Foundation.

See also: Leukaemia Foundation tackles lagging interest in World’s Greatest Shave with brand overhaul

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