Grand Award and Advertising and Communication Award

Winner: LOUD Multicultural

Lou Petrolo Director LOUD Multicultural,  Eng Joo Ang, Vice President of the ACPPRC, Jhaike Braham, Marketing Manager, Cancer Council of NSW, Sally-Anne Prado, Cultural Diversity Manager Cancer Council , Erica Green, Account Director LOUD

LOUD Multicultural took out the Advertising and Communication Award for its success in bringing thousands of new people from ethnic communities into The Biggest Morning Tea, the annual cancer fundraiser.

The agency combined the traditional morning cuppa with prawn dumplings, rice paper rolls and fresh hummus.

In its nomination for the award, LOUD Multicultural said: “Regardless of whether you were coming together for a chai, a lassi, a green tea or English breakfast, it is the morning tea that draws people together, no matter where you’re from, what you’re talking about or even in which language you’re talking. We believe that food is the essence of culture and is the bridge that could bring communities together for a common good – defeating cancer.

LOUD claimed that, as a result of its campaign, the Cancer Council of NSW not only reached its fundraising target of $11 million for 2011, but exceeded it. 

The Chair of the CRC, Stepan Kerkyasharian, said: “This is a great exercise in inclusion because people of all backgrounds are victims of cancer. So it’s not surprising that they would be willing to contribute to any project that might reduce impact of this scourge, if they are invited to take part. The simple message of this winning project is we are all in this fight together.”