The Indigenous Marathon Foundation (IMF) has partnered with SLIK to spearhead a national marketing and fundraising campaign for the 2025 Indigenous Marathon Project (IMP) running squad. This initiative, set to kick off in July, aims to raise $1 million to support IMF’s programs that utilize running and resilience to aid First Nations Australians.
The campaign will document the training journey of 12 first-time Indigenous marathoners, featuring NRL player Johnathan Thurston and AFL player Lance “Buddy” Franklin as newly appointed ambassadors. These athletes will be gearing up for the New York City Marathon in November, symbolizing strength and determination.
Kim Verbrugghe, SLIK’s managing director, expressed the agency’s privilege in contributing to IMF’s vision, emphasizing that the campaign is not merely a fundraiser but a platform to unify Australians through impactful storytelling and purposeful initiatives.
SLIK, known for its work on social impact projects with organizations like Paralympics Australia and FightMND, plans to leverage storytelling, digital strategies, and a creative PR stunt to engage AFL and NRL enthusiasts and IMF’s expanding community.
Katie Brown, IMF’s partnership and philanthropy manager, highlighted the importance of finding a partner like SLIK who could infuse creative vision and cultural sensitivity into the project. She commended SLIK for grasping the essence of IMF’s mission, encapsulating themes of strength, pride, and possibility in their campaign model.
The campaign’s timeline spans 12 months, aligning with milestones for the IMF running squad and community events. SLIK, as a Supply Nation-registered agency with ties to Indigenous creators, brings a blend of creative expertise and cultural awareness to the collaboration.
Verbrugghe reiterated the campaign’s focus on inclusion, belonging, and belief, expressing pride in joining forces with IMF to champion their cause. The partnership between IMF and SLIK underscores a commitment to driving social impact through shared narratives and purpose-driven endeavors.
As the campaign unfolds, it seeks to inspire audiences, foster community engagement, and amplify the voices of Indigenous athletes, embodying a narrative of resilience, unity, and empowerment. Through strategic storytelling and innovative approaches, the collaboration between IMF and SLIK aims to spark meaningful change and elevate the visibility of Indigenous achievements in the sporting realm.
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