Bandanna Campaign Goes ‘Virtual’
1 October 2013 at 10:57 am
A national cancer Not for Profit is using the latest ‘virtual’ technology to upscale its annual ‘bandanna’ fundraiser.
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| Bandanna Me app has been launched. |
The youth cancer charity has launched a virtual bandanna Facebook app as part of its annual National Bandanna Day fundraising and awareness campaign.
The Bandanna Me app allows users to superimpose their chosen bandanna style and colour on to one of their Facebook photos.
“National Bandanna Day is now in its 19th year so we were looking for new ways to generate interest in the campaign, extend its reach and raise more funds to help us support young people living with cancer,” Ewan Isbister, General Manager – Marketing and Fundraising at CanTeen said.
“We’re very excited about going beyond the traditional Bandanna Day model and believe this crucial digital extension will help increase engagement and participation in this fantastic and long-standing event."
The Bandanna Me app was developed by specialist Sydney developers Semi Da Vinci. Media buying agency Match Media is running a promotional campaign across both digital and traditional channels with a focus on leveraging the existing CanTeen Facebook fan base to generate extended awareness and engagement with the app.
“Every year another 23,000 young people have to face the challenge of cancer – whether they’ve been diagnosed themselves or whether it’s their parent, brother or sister,” Isbister said.
“Young people at CanTeen wear their bandannas with pride and attitude to show they’re fighting cancer together.
“They want Australians everywhere to join them so please buy, wear and share a virtual CanTeen bandanna this October to show you support their fight and that you’ve got attitude too.”
CanTeen says it hopes to raise $1.7 million during National Bandanna Day to provide:
- dedicated youth cancer centres and services in hospitals;
- face to face, online and phone counselling for young people living with cancer;
- one on one support;
- more than 255 peer support programs where young people living with cancer can come together, support each other and have some fun;
- youth-specific resources to help young people facing cancer;
- an online support service called Now What.
