Mater Foundation

Turning a fun run into a movement

Impact areas

Health, Community, Happiness, Culture

The challenge

The International Women’s Day Fun Run already had what many campaigns spend years trying to build: heart, history and a fiercely loyal community.

The challenge was helping it grow without losing what made it special. As participation expanded beyond a single Brisbane event, the brand needed to stay fresh and inclusive year after year, while remaining instantly recognisable to the community behind that unmistakable sea of pink.

Our solution

Since 2021, we’ve partnered with Mater Foundation to evolve the campaign year after year—building a flexible brand system that can change, grow and stay recognisably IWD Fun Run.

We’ve evolved the visual language and campaign messaging, while protecting the optimism, energy and sense of community at its heart. Then we’ve carried it across every part of the experience—from advertising and digital to event environments, signage, wayfinding and motion.

As the event has grown, the brand has grown with it—supporting new locations, virtual participation, 5K Your Way and partnerships without losing the shared identity that brings everyone together.

The result

The campaign has grown alongside its community.

In 2023, the Brisbane event brought together 20,000 participants and raised $1.95 million. By 2026, the IWD Fun Run had expanded across Brisbane, Townsville, Springfield and virtual participation—reaching an estimated 30,000 participants and raising more than $2 million for breast cancer patients and research.

Through that growth, the brand has remained a consistent and recognisable thread—helping a much-loved event retain its heart as it reaches more people, in more places.

Services

Campaign Strategy

Campaign Identity

Campaign + Communications

Advertising

Digital

Environmental + Event

Signage + Wayfinding

Motion + Animation