For the 2024 Beanie for Brain Cancer campaign, the Mark Hughes Foundation (MHF) set out to evolve its storytelling and reach. This was the first campaign to launch under the Foundation’s refreshed brand identity, introduced as part of its 10-year anniversary. The key objectives were to ensure the new brand platform translated across the campaign, raise critical funds for brain cancer research, and grow awareness beyond MHF’s traditional heartland in the NRL community—ensuring the cause resonated with all Australians, not just footy fans.

Our Approach

LIONIZE developed a powerful new campaign strategy built around the brand platform “Brain Power”—shifting the conversation from tackling brain cancer to unlocking our collective power to beat it. This opened the door to a broader national message, while still honouring the Foundation’s NRL roots. Visually, the campaign featured a diverse cross-section of Australians—from ballerinas to tradies—wearing the new Beanies to reflect community-wide support. NRL star Kalyn Ponga was introduced as Brand Ambassador, engaging the next generation of supporters while allowing founder Mark Hughes to step into a more supportive, legacy role.

Brand Lift

The campaign launched with a national integrated media plan spanning TV, BVOD, outdoor, transit, gyms, press, and social—amplified by over $1.4 million in donated media placements. The result was over 135,000 Beanies sold and a record-breaking $3.1 million raised for brain cancer research. The 2024 campaign proved that by refreshing the message and broadening the reach, the Foundation could unite more Australians than ever around this critical cause.

Lionize continues to work with the Mark Hughes Foundation, having just launched the NEW 2025 Beanie for Brain Cancer Campaign.