ONJ Wellness Centre
Comprehensive campaign for the Olivia Newton-John Cancer Wellness & Research Centre.
_edited.jpg)
BACKGROUND
The initial brief for the new Olivia Newton-John Centre was to raise $50m for a new comprehensive cancer centre, integrating Austin Hospital’s across-campus cancer services. Once the feasibility study had been conducted, we determined it would prove impossible to achieve the revenue through community fundraising alone. DGB Director, Peter Dalton, led the campaign and identified a strategic need to strengthen the Austin’s brand as well as its fundraising capability. The strategy was to implement a direct marketing program, establish a major donor club and bequests club.
THE PROJECT
For the cancer appeal, Peter initiated an unprecedented campaign strategy – enlisting a living Australian icon to champion the Appeal. Olivia Newton-John’s support and her passion for the cause led to the creation of a holistic wellness centre distinguishing the Olivia Newton-John Cancer & Wellness Centre from other comprehensive centres – and, through networking and lobbying by a high-profile volunteer appeal committee and Olivia herself, opened doors to unexpected government grants.
The project brought together large-scale philanthropy, which leveraged a massive $50million from state and federal governments. The initial target was well and truly exceeded, and today the Olivia Newton-John Cancer & Wellness Centre is the most modern and innovative patient-focused cancer facility in Australia.
IN TOTAL, OVER $70MILLION WAS RAISED FOR THE CAMPAIGN.
