Limited-edition pink VIVA paper towels hit shelves, with a goal of raising $100,000 for McGrath Cancer Care Nurses and providing world leading cancer nursing services across Australia.
From early December through January, shoppers will find limited-edition pink VIVA 3-packs in major supermarkets nationwide. For every pack sold, Viva will donate 10 cents directly to the McGrath Foundation, with the campaign aiming to raise $100,000 for this important cause.
These specialist cancer care nurses deliver free, expert support to individuals and families experiencing cancer, making a difference in communities across the country.
To bring the campaign to life, Viva and the McGrath Foundation are rolling out a vibrant marketing push across in-store activations, digital content, and a national media campaign that taps into the energy of summer and cricket season. It’s a purpose-led collaboration that unites two iconic Australian brands behind one clear goal: to make compassionate cancer care accessible to more Australians.
A Viva brand manager said “At Viva, we believe the products people reach for every day, to handle life’s little spills, can also spark meaningful change. By turning our packs pink and partnering with the McGrath Foundation, we’re helping raise awareness and support for the McGrath Cancer Care Nurses who stand beside Australians through their toughest moments.”
“The McGrath Foundation is so grateful to generous brands like Viva for turning pink and showing that pink truly is the colour of care and support. It’s thanks to partnerships like these that the McGrath Foundation is able to provide world leading cancer nursing services to people and their families experiencing cancer,” said a spokesperson for the McGrath Foundation.
