$17M+ raised | 450K+ beanies sold | $4.5M+ Earned Media
A fundraising beanie that turned 450,000 people into walking billboards for FightMND.
Built as a fully integrated campaign across sport, fashion and social to raise money and awareness for Motor Neurone Disease.
Problem
Get the whole country “all in” on raising serious money and awareness for Motor Neurone Disease, not just the usual charity donors, and turn the FightMND beanie into something people genuinely wanted to wear.
Idea
“All In”, a campaign that turned the fundraising beanie into a badge of support and a media channel: every head wearing one became a human billboard for the cause in stadiums, on TV, at work and even on the runway.
How it worked
• Created a distinctive FightMND beanie and made it the hero product for the winter appeal, sold through AFL clubs, retail partners and online
• Used players, coaches, commentators and fans as human billboards across matches, news coverage, social feeds and even Fashion Week to make the beanie visible everywhere
• Built an integrated push across TV, outdoor, digital, PR and social, encouraging people to go “all in” by buying and wearing the beanie, sharing it and turning up to marquee events like the Big Freeze
Results
• 17 million dollars plus raised for FightMND
• More than 450,000 beanies sold
• 4.5 million dollars plus in earned media
• The most successful FightMND beanie campaign to date