MND Australia
Develop the 2026 follow-up to MND Australia’s national “Until there’s a cure, there’s care” campaign, increasing awareness of the vital care and support people living with MND need while the search for a cure continues.
Care cannot wait
Our relationship with MND Australia and the state associations is built around one clear and important distinction. Research into a cure is essential, but people living with MND also need care, equipment, advocacy and practical support right now.
The 2026 campaign continued the platform established by “Until there’s a cure, there’s care”, giving MND Australia a national fundraising message that could work consistently across channels while being tailored for individual state associations.
Keeping care at the centre of the MND conversation
MND is widely associated with the urgent search for a cure. MND Australia also needed Australians to understand the equally urgent role played by care and support throughout the course of the disease.
The campaign needed to create empathy without losing sight of the practical purpose of fundraising. It also had to communicate nationally while representing the work of the state associations that provide services directly to people living with MND and their families.
One powerful platform, built to work nationally
We built on the strength and recognition of the existing campaign platform rather than beginning again.
The creative and production were developed together, allowing us to create one central campaign idea that could carry across television, BVOD, cinema, radio, social, digital and out of home. From the outset, we also planned for the campaign to be adapted for the state associations, giving the network a consistent national voice while supporting local fundraising needs.
Directed by Roxie Halley and featuring Victorian MP Emma Vulin, who is living with MND, the campaign kept the experience and voice of someone directly affected by the disease at its centre.
Without your support, I lose my support
The campaign makes the relationship between public donations and practical care unmistakable.
Emma’s message, “Without your support, I lose my support”, turns an organisational fundraising need into a direct and personal consequence. It gives audiences a clear understanding of what their donations help protect, including access to care, equipment, education, advocacy and research.
Across every execution, the campaign returns to the enduring message: until there is a cure for MND, there must be care.
More than 24 million impressions nationwide
The campaign ran nationally across television, BVOD, cinema, radio, social, digital and out of home, with tailored versions supporting the state MND associations.
By the end of June, it had delivered more than 24 million impressions. Media partnerships secured more than $1.1 million in pro bono media value, significantly extending the campaign’s national reach and helping keep the need for care and support visible across Australia.
Awards and recognition
Finalist for Best Pro-Bono Campaign
Finalist for Social Responsibility / Pro Bono Award
Silver in Non-Profit Campaign: Awareness Categories, Health
Excellence in Advertising Campaigns - Non-Profit
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