Introducing ‘Shaverhands’. She was born with shaver hands and you were born with hair. It was the job of the 2019 campaign to bring both parties together to help shave the world from blood cancer.
Working with Abnorml for the 4th year running, the Leukaemia Foundation hopes to raise in excess of $16 million to help support the 60,000 Australians living with blood cancer as well as continuing much needed funding research to find a cure.
The national campaign for World’s Greatest Shave is now in its 12th year and the ‘Chins’ are a very valuable brand asset. They continue to have great recall with Australians and are the perfect signpost for the event each year.
“This campaign relies on a mix of traditional and non-traditional tactics to drive registrations from launch in through to the middle of March,” says Susie Howard, (General Manager, Brand & Marketing Leukaemia Foundation). “On top of this, 2019 has seen us implement a more robust behavioural journey for participants to further encourage donations and support.”
The campaign consists of TV, online video, print, social and digital backed by a great BTL journey once a person signs up. It is supported by PR and nationwide event activations leading up to Shave Week in mid-March.
TVC’s and Online Video
Client: Leukaemia Foundation
Production: Clockwork Films
Director: Heath George
Photographer: Richard Weinstein