Editor's Press Release of the Month | Leukaemia Foundation’s awareness campaign drives national conversation on blood cancer

Four press releases from the Leukaemia Foundation as the Press Releases of the Month underscore their effectiveness in mobilising media attention and public support for the World’s Greatest Shave. These releases, issued in early February and March, played a critical role in shaping the conversation around blood cancer awareness and fundraising in the lead-up to this annual hallmark event for the Leukaemia Foundation.

Press Releases

• Blonde then Bald: Sam Thaiday Set to Tackle Another Worthy Cause

• Barber to the Stars: Frank Ciccone is Making a Buzz for Australians Living with Blood Cancer

• Every Strand Counts: Australians Urged to Sign Up for World’s Greatest Shave

• Rising Blood Cancer Numbers Ripping Childhoods Away from Australian Children

Below are key reasons why this campaign’s PR strategy stood out:

Strategic timing to maximise awareness

The press releases were strategically released ahead of the March awareness campaign, ensuring that newsrooms had ample time to allocate resources, plan coverage, and build momentum leading up to World’s Greatest Shave. This proactive approach enabled sustained media engagement rather than simply relying on a single announcement.

Multi-faceted storytelling approach

The campaign leveraged diverse and compelling narratives, from personal stories of families affected by blood cancer to celebrity ambassadors like Frank Ciccone and Sam Thaiday. This variety allowed for broad media appeal, allowing the message to resonate across different audience segments, from mainstream news to health publications, and entertainment media.

Clear call-to-action with tangible impact

Each release reinforced a strong and actionable message: encouraging Australians to sign up, donate, or participate in World’s Greatest Shave. The use of compelling statistics—such as the projection that blood cancer will become Australia’s most common and deadly cancer within a decade—added urgency and reinforced the need for public involvement now (timeliness).

Thought leadership and expert commentary

By including insights from Leukaemia Foundation CEO Chris Tanti, the campaign positioned the organisation as a leader in the blood cancer conversation. Expert commentary provided credibility to the statistics and calls for increased research funding, ensuring the message extended beyond fundraising to broader advocacy and policy discussions.

Sustained media engagement and national relevance

Rather than relying on a single press release, the Leukaemia Foundation released multiple stories that kept blood cancer in the news cycle (relevance). From the broader call to action for World’s Greatest Shave to more targeted releases on childhood blood cancer statistics and high-profile ambassadors, this strategy ensured continued media interest throughout February and March.

A blueprint for PR professionals

For PR professionals, this campaign serves as a best-practice example of how to build awareness through sustained and strategic media outreach. By combining timely releases, personal storytelling, expert insights, and a strong call to action, the Leukaemia Foundation effectively created a national conversation on blood cancer - showcasing how every strand truly counts.

These factors made this campaign a standout choice for Press Release of the Month, demonstrating the power of PR in driving both awareness and meaningful action.

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