Cancer trials group ANZUP Australia has launched a tongue-in-cheek campaign aimed at ‘opening up’ the conversation around ‘below the belt’ cancers – penile, testicular, prostate, kidney, and bladder.
To get the conversation going, ANZUP partnered with the country’s best chefs to create #RudeFood – a social campaign that taps into the nation’s collective love of “food porn” and use of suggestive food emojis.
Headed by chef Manu Feildel, some of the biggest names in the culinary world took to social media to share their rude dishes including: Monty Koludrovic, Fast Ed, and Luke Hines.
Close to 30 chefs came on board for the campaign, posting pictures of their suggestive dishes, and sharing personal stories around the illnesses.
ANZUP’s goal is to find preventions and treatments via ongoing research and treatment trials with patients.
The not-for-profit charity has a team of over 1,500 medical professionals, dedicated to helping the 24,000 Australians diagnosed with ‘below the belt’ cancers every year.
ANZUP CEO Margaret McJannett explains said: “The #RudeFood campaign aims to engage men and women in monitoring their health ‘below the belt,’ while learning more about the importance of clinical trial research and how they can get involved”.
ANZUP marketing and communications manager Lucy Byers added: “We engaged Present Company and Rocket Comms with the challenge of building ANZUP’s public profile in the community as well as raising awareness and funds for below the belt (prostate, penile, testicular, bladder and kidney) cancer clinical trial research.
“We were delighted to have the concept of #RudeFood presented to us which was creative and within a modest budget.
“The marketing campaign not only raised awareness but engaged with high profile chefs, restaurants and influencers to disseminate these important health messages through their #RudeFood dish via social media, providing ANZUP with exposure to new audiences.
“We have been impressed with both companies from concept to development through to implementation.”
Present Company’s group account director Hugh Fletcher said: “The #RudeFood campaign leverages the endless share-ability of food. By enlisting the help of high-profile chefs to create provocative dishes, we have sparked interest and awareness about ‘below the belt’ cancers”.
CEO: Margaret McJanet Marketing Manager: Lucy Byers
Creative Agency: Present Company Creative Director: Adam Frazer
Art Director: Analise Burwood
Group Account Director: Hugh Fletcher Social Media Manager: Josh Britt Animator: Jordi White
Editor: Damien Boneham
Copywriter: Romy Smith
PR Agency: Rocket Comms PR
Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]
How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]
The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]