FightMND – Australia’s largest not-for-profit organisation committed to increasing awareness, funding research to find effective treatments and ultimately, a cure for Motor Neurone Disease – a cause so extraordinary that since 2014, over $30 million has been donated by the public, philanthropists and the Federal Government. Led by ex-AFL coach, footballer and MND sufferer, Neale Daniher, the fight to find a cure for MND has captured never-before-seen media attention and its flagship event, ‘Big Freeze at The ‘G’ has now become a major event on the AFL calendar.
The team behind these campaigns is extraordinary in their own right. Talented professionals from the FightMND team, event management, businesses, the MCC/ MCG, media (particularly Seven Network and The Herald Sun), Melbourne and Collingwood football clubs, CrownBet and the AFL have all come together to make ‘Big Freeze’ such a success. The team at KAYO feel privileged to have had a role. Rod notes “when you sit around the table with people of this calibre, you know you are seeing the best in action.”
In tackling the brief from FightMND this year, KAYO needed to not only acknowledge the extremely competitive charity space in Australia but also that FightMND needed to elevate itself as the overarching brand across all FightMND events of which ‘Big Freeze’ is but one. Equally this year, it was time to more strongly launch the brand’s positioning “It Takes People”.
We understood that originally, we started off as a single fundraising event, and the organisation had now matured and grown into a bigger charity with additional fundraising events (Daniher’s Drive, Cycling Cares, and Smash MND). We embarked on a mission to form a sophisticated campaign to join the ‘Big Freeze Army’ and therefore join the fight against MND. Our fight was just like Neale’s movement: big. A big idea, a big execution, and big voices.
In 2018, KAYO’s aim was to focus not only on the fight of the dreadful “Beast” but also on all other individuals affected by it – the sufferers, carers, researchers, donors, sponsors, and volunteers.
With the help of some big Australian voices; Russell Crowe and Jack Thompson, and the sound of Rachel Platten’s empowering ‘Fight Song’, KAYO were able to echo the FightMND brand story in a campaign that would induce the desired emotions and generate a response from Australians nation-wide.
The result, we feel, sends a message that expressed that with the support of Neale’s Army, FightMND has the vision to live on and continue to lead the fight against Motor Neurone Disease, giving hope to all those affected.