With the finalists for Cairns Hatchlings, presented by Yahoo, being revealed a few weeks ago, we have decided to turn our attention to the work that earned them this recognition. This week, we look at the marketing category.
Our judges noted their strategic clarity and strong responses to a complex real-world brief.
Need to know who will win? Come join us at Cairns Crocodiles, presented by Pinterest!
The entrants all must form teams of two. The finalists for the marketing category include: Lavinia Popov and Cat O’Brien, Bradley Johnston and Magenta Porter, Mirai Takimoto and Tom Ellard.
They all responded to a complex brief challenging them to develop the next iteration of the ‘Flipside of Cancer’ brand marketing campaign for our charity partner, Canteen.
The brief had them build on pre-existing campaign work, using the ‘Flipside of Cancer’ platform to emotionally and meaningfully connect with Aussie parents, as well as drive engagement and increase overall support for Canteen through service uptake and donations.
Here’s a look at their work.
Lavinia Popov & Cat O’Brien, Medibank
Popov & O’Brien contest traditional fundraising by tackling a clear gap: awareness is not the issue, action is. Instead of plainly asking for donations, they have reframed giving donations as a shared family experience, built around what children would actually want to be a part of.
At its core is INSYNC, a youth festival that aims to turn connection into the hook. In bringing teenagers together through creator-led and shared experiences, the campaign makes participation feel rewarding, with the fundraising element seamlessly blended in.
It proves that effective marketing and fundraising don’t demand much from people; it fits into moments they already value.
Bradley Johnston & Magenta Porter, Nine
Johnston & Porter have reworked their approach to fundraising by identifying the key barrier: emotional overload. Although the awareness of Canteen is high, leading with heavy messaging can instead become a deterrent for parents rather than prompting action.
Their ‘FLIP IT’ campaign reframes the narrative by leading with joy and positivity. Through social, OOH and TV, it aims to capture the everyday low-mood moments and ‘flip it’ into more uplifting experiences that spotlight the positive impact that Canteen creates.
It proves that fundraising doesn’t need to intensify emotion but instead redirects it. It uses well-timed touchpoints and optimism to create space for engagement and turn attention into much-needed action.
Mirai Takimoto & Tom Ellard, Uber Japan
Takimoto & Ellerd aim to reshape the fundraising approach through addressing emotional avoidance. While parents may be highly aware of Canteen, the heaviness of the subject matter can cause them to disengage rather than act.
‘The Flipside of the Canvas’ is an idea that reimagines donation as a value exchange. They turn bandanas into expressions of youth resilience, to shift the campaign narrative away from illness and toward creativity, making support feel empowering.
It demonstrates that fundraising is not about confronting audiences with hardship but showing them how to better engage with it. They have transformed support into something tangible and personal.
