Sydney, May 30, 2024 – In a significant move to bolster support for young people affected by cancer, Canteen has appointed UM Australia as its media agency of record, effective immediately. This partnership is set to enhance Canteen’s media strategies, focusing on both performance and above-the-line (ATL) media initiatives to grow supporter numbers and reach more young people impacted by cancer.
Andrew Clift, Managing Partner at UM’s House of Performance, expressed his enthusiasm for the partnership: “To help Canteen find new donors in today’s challenging market, we needed to combine performance marketing strategies with a focus on storytelling and community engagement. Paramount to the overall success of the media strategy is finding new ways to engage regular givers, as Canteen continues to play a pivotal role in the lives of young people affected by cancer.”
UM Australia’s remit for Canteen encompasses a comprehensive media strategy, including planning and buying, with a clear objective to increase donor numbers and improve engagement. The agency will leverage its House of Performance framework, which is designed to measure and optimize campaigns across all paid, earned, and owned media channels. This holistic approach ensures that campaigns are effectively targeted and impactful, from ATL initiatives to digital acquisitions.
Janelle Cook, Executive Director of Marketing & Fundraising at Canteen, highlighted the significance of this partnership: “Canteen is committed to helping young people navigate a world turned upside down by cancer, and UM’s appointment further amplifies our commitment. UM will help bring our mission to life through innovative media strategies and engaging campaigns, building on Canteen’s efforts to increase fundraising so we can continue our vital work.”
She continued, “From early in our discussions, UM’s team demonstrated a passionate commitment to our cause. Coupled with their outstanding strategic insight, media buying, and planning nous, this will make for a brilliant partnership. I can’t wait to see what we can achieve together.”
The collaboration between UM Australia and Canteen will kick off with a campaign to build brand awareness following Canteen’s recent brand refresh. The focus will also be on highlighting National Bandanna Day, which celebrates its 30th anniversary this year. Over the past three decades, this iconic fundraising event has raised millions of dollars to support young people, providing them with the connections and friendships they need to overcome the challenges of cancer.
Andrew Clift concluded: “UM looks forward to creating innovative work to engage with young people, their families, and the wider public. Our goal is to drive positive change and increase awareness of Canteen’s mission. We are excited to help make National Bandanna Day 2024 a significant milestone in Canteen’s fundraising efforts.”
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As preparations for National Bandanna Day on October 24, 2024, begin, both UM Australia and Canteen are optimistic about the future. With UM’s expertise in performance marketing and community engagement, Canteen is poised to reach new heights in its mission to support young people affected by cancer. This partnership is not just about media strategy; it’s about making a tangible difference in the lives of those who need it most.
By combining innovative media strategies with a deep understanding of the community, UM Australia and Canteen are set to create campaigns that resonate with donors and the wider public. As they embark on this journey together, their shared vision and commitment to excellence will undoubtedly yield positive results, making a lasting impact on the lives of young people and their families.
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