The World's Greatest Shave - That's Bloody Beautiful
THE BRIEF
Transform the World’s Greatest Shave - one of Australia’s longest-running peer-to-peer fundraising events. Shift the tone away from the silliness of the upside-down chins to something more uplifting and human-centred. Market research showed that 73% of people were aware of World’s Greatest Shave, but only a third of that group knew that it raised funds for the Leukaemia Foundation and people with blood cancer - so it was important that we connected those dots.
OUR APPROACH
How can we make blood cancer intrinsic to our message? Well, there’s a phrase that’s baked into Aussie vernacular, which perfectly encapsulates the act of shaving in support of people battling blood cancer - That’s Bloody Beautiful.
THE RESULTS
+17,000 participants and counting
$11.5m raised and counting
10% increase in average fundraiser dollars
10% increase in social engagement
2 x Finalist at Cannes in Cairns for ‘Design’ and ‘Changing The World’
