In an idea developed by FCB Media Young Cannes Lions participants, Breast Cancer Cure and Wilson Parking have teamed up this October for Breast Cancer Month to trial a New Zealand first in fundraising.
For each ticket issued at one of five participating Wilson Parking sites across New Zealand, $1 will be donated to Breast Cancer Cure. The parking machines are easily identified with pink Breast Cancer Cure decals.
The Park for a Cure idea was developed by Ashley Hekkens and Nicholas Pinfold of FCB Media as an entrant to the 2016 Cannes Young Media Lions competition.
Breast Cancer Cure GM Phillipa Green said: “New Zealand has one of the highest breast cancer rates in the world, and it’s increasing. Yet breast cancer research receives no direct government funding.
“We’re always on the search for new ways to fundraise in an extremely competitive environment and absolute loved the Park for a Cure idea that Ash and Nick developed.
“We were gutted not to win but seeing our idea come to life and hopefully make a difference is even greater reward.”
“We’re delighted Wilson Parking were happy to be part of a campaign that converts a payment that some people perceive as a necessary evil into a payment that provides hope for the future.”
FCB Media account director Ashley Hekkens said: “We’re always looking to create new, distinctive answers to client problems.
“Breast Cancer Cure is about investing in research that could give people more time, so we wanted to dramatise this relationship between money and time in a moment that already has these associations.
“We were gutted not to win the competition but seeing our idea come to life and hopefully make a meaningful difference is even greater reward.”
Wilson Parking ceo Stephan Wuffli said: “Wilson Parking is proud to be involved in this parking industry first, helping support funding research of a disease affecting so many New Zealanders and their families.
“With the support of our customers and Kiwis across the country, we look forward to seeing the outcome of this positive partnership that will ultimately help save lives.”
The participating Wilson Parking sites are:
- 27 Fort Street Auckland
- 33 Ghuznee Street Wellington
- 140 Gloucester Street Christchurch
- 176 Hereford Street Christchurch
- 78 Worcester Boulevard Christchurch
CREDITS
Client: Breast Cancer Cure
GM: Phillipa Green
Agency: FCB Media
Account Director: Ashley Hekkens
Creatives: Ashley Hekkens & Nicholas Pinfold
Media: Wilson Parking
CEO: Stephan Wuffli
PR: The PR Shop
Senior Account Executive: Rebecca Bryant
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