Quick facts
SERVICE
Content marketing strategy + execution
OUR ROLE
- Copywriting
PARTNERSHIP
2022 – 2023
Client
The Leukaemia Foundation is a national not-for-profit dedicated to supporting people with blood cancer and funding vital research.
World’s Greatest Shave (WGS) is one of Australia’s most iconic fundraising events. Bold, playful and instantly recognisable.
Challenge
The World’s Greatest Shave is loved. But after years of running, its messaging had started to blur.
In the lead-up to WGS 2023, the Leukaemia Foundation wanted to:
- Reconnect with audiences on a more personal level
- Bring storytelling back into campaign communications
- Educate supporters about blood cancer and the Foundation’s impact
- Drive sign-ups without losing the fun, irreverent spirit of the event
The challenge was balance: heart, humour and action. All in one inbox.
Solution
We partnered with the Leukaemia Foundation to create a campaign email series that stands out in crowded inboxes and re-humanises the message.
Our work included:
- Email campaign strategy: A clear messaging framework that balanced education, storytelling and calls to action.
- Email copywriting: Warm, engaging emails that spoke directly to supporters, not at them.
- Storytelling: Content that put people and impact at the centre of the campaign in an instantly memorable way.
- Education and awareness: Plain-English messaging that explained blood cancer and the Foundation’s work without overwhelming readers.
Tone management: Keeping the playful, unmistakable WGS energy, without trivialising the cause.
Results
The 2023 email campaign helped:
- Re-energise WGS communications with clearer, more human messaging
- Strengthen the emotional connection between supporters and the cause
- Support sign-ups while maintaining the event’s distinctive, fun personality
Most importantly, the campaign reminded people why they shave, cut or colour, not just that they should.
