Mandate - Living Legends

The PA Foundation’s Mandate fundraising campaign has historically focussed on raising money for Prostate Cancer. But this year, the foundation made a strategic decision to run a more general ‘Men’s Health’ campaign that included all Men’s Health issues in its scope. This meant a creative campaign was required that could capture all aspects of Men’s Health, yet still establish a ‘cause’ to rally behind. With the campaign held in partnership with the Australian Venue Co hotel group, our approach was to find an emotional angle that remained light in tone and was able to cut through the clutter in pubs during peak football season. Our insight was to start by celebrating men, but to then go beyond that and to not just make it about men, but make it about everyday legends.