Grab some girlfriends and have a long over-due catchup for a good cause.
Cancer Council and creative agency Behaviour Change Partners have relaunched the Girls' Night In charity fundraiser, as a chance for 35+ women to have a get-together for a good cause.
‘Celebrate friendships that matter for a cause that matters’ is the theme of the campaign launched this week to recruit over 15,000 women to host their own Girls Night In for Cancer Council to help beat women’s cancers.
In previous years the fundraiser was promoted as a night in for 20-something girls with the money they saved by not going out, going to the charity.
However, for 2015, Behaviour Change Partners identified a bigger opportunity: selling the night as a chance for 35+ women with busy lives and family responsibilities to have a long over-due catch up.
The television commercial, shot by Justine Kerrigan, was filmed over three nights with groups of real girlfriends having a great night. In addition, the music track - Graduation (Friends Forever) by Vitamen C - was chosen because it was a hit in 2000, which brings fond memories to the target audience.
Behaviour Change Partners principal Paul Fishlock said: “To capture the magic moments of genuine, long-term female friendships it was vital everything felt like an authentic girls’ night. So myself and the other male members
of the agency team were banned from the shoot.”
The campaign will roll out across TV, print and digital.
Catherine Betihavas, Cancer Council Australia National Brand Manager added: “Our goal is to build Girls’ Night In into a flagship Cancer Council fundraiser alongside Daffodil Day and Australia’s Biggest Morning Tea. The new strategy and highly emotional and motivating campaign gives us every reason to believe we can.”
