OMD Australia and Leukaemia Foundation have teamed up for a second year on a new campaign for this year’s World’s Greatest Shave, introducing a new tagline and creative theme.

Instead of sticking with the famous upside-down chins, the pair have instigated a creative shake-up, bringing in the new tagline, ‘That’s Bloody Beautiful’, and putting the emphasis on encouraging communities to come together, drive participation and donations through power in numbers.

The World’s Greatest Shave event was created to inspire all Australians to step up and shave, cut or colour their hair in support of those living with blood cancer.

“Working with OMD has not only helped elevate and amplify our new brand campaign and tagline nationally, but connected the dots so beautifully between the way Australians consume media, and what will inspire them to take that next step of signing up. Put simply, it’s bloody beautiful,” Head of Communication and Media at Leukaemia Foundation, Monique Cerreto, said.

With a call-to-arms brief, OMD assembled multiple media outlets and, in a media first, united two rival radio networks Nova Entertainment and ARN for Leukaemia Foundation to come together and promote the campaign on air. There’s also a Bondi Beach activation led by OMD Create and hosted by Smallzy and Mitch Churi.

Also new to the media mix is oOh!media’s ‘barber shop’ bus shelters, located across Australia’s East Coast, providing more than just a place to wait for the bus, but a symbol of hope, support and community coming together to fight against blood cancer.

Other additions include custom bar coasters delivered to popular venues and nightclubs with QR codes to sign up, gym screen media advertising, dynamic out-of-home countdowns, a TikTok influencer campaign, and Today Show integration, including a weather cross with former NRL football star Sam Thaiday.

“It’s bloody beautiful to see two of the most unlikely allies bury the hatchet and put their differences aside for the greater good. This is such a special campaign and we’re thrilled to be able to bring it to life in a new and distinctive way this year,” Head of OMD Create Brisbane, Laura Henry, said. “Every day, 53 Australians will hear the words ‘you have blood cancer’, so we are passionate about bringing attention to this important cause. The campaign is a great display of OMD’s diversified media capabilities in action and it’s wonderful to work with a client who is willing to do things differently to make a positive impact”.

Leukaemia Foundation’s CEO, Chris Tanti, said the campaign celebrates the everyday heroes in the community doing beautiful acts of shaving, cutting, colouring or donating.

“It is a clever play on words and nod to Aussie colloquialism, but it also creates a mutual connection and shared goal between those living with blood cancer and our incredible participants,” he said.

As an agency, OMD expanded on their inaugural 2023 fundraising efforts and hosted World’s Greatest Shave events in Brisbane, Melbourne and Sydney offices. OMDers and media partners from ARN, Nova Entertainment and oOh!media joined forces to shave, cut or colour their hair and cheer on 18 brave participants. Together, they surpassed last year’s total to raise $44,394.60 for Leukaemia Foundation.