FightMND Goes Digital with Beanies to Drive MND Awareness and Research
Let me tell you something truly inspiring happening right now—FightMND, the incredible not-for-profit organisation dedicated to battling motor neurone disease (MND), has just taken a bold new step in its iconic Big Freeze campaign. This year, in collaboration with creative agency SLIK, they've launched something called the Digital Beanie , and it's nothing short of brilliant.
You know how every winter, Australians proudly wear the Big Freeze blue beanie as a symbol of unity and support for those fighting MND? Well, now, thanks to some clever digital innovation, that beanie isn’t just something you wear on your head—it’s something you can carry with you everywhere, right on your phone.
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The idea is simple but powerful. You can now buy a Digital Beanie online, personalise it with your name and a selection of digital badges, and share it across your social media platforms. It’s all about raising awareness, expanding the reach of the Big Freeze message, and making sure everyone—no matter where they are—can be part of the movement.
As Matt Tilley, CEO of FightMND, put it, the challenge was to "take a cherished woollen beanie and put it on people’s phones. And make it fun. And make it simple." And that’s exactly what SLIK delivered. Not only did they stay true to the legacy of the campaign, but they made it more accessible than ever. The interface is smooth, user-friendly, and perfect for today’s digital world.
Adding to the emotional weight of the campaign, this year also celebrates Neale Daniher —FightMND’s co-founder—being named Australian of the Year. It’s a timely reminder of how far the movement has come and how much further we need to go. Every digital beanie sold contributes directly to funding life-saving research and treatment initiatives for MND.
Alex Schieder, Creative Director and Partner at SLIK, said it best: "Our goal was to empower supporters to express their solidarity in a way that’s as easy as it is meaningful." And honestly, I think they nailed it.
This isn't just a clever digital gimmick. It’s a heartfelt evolution of a national campaign that’s already done so much. By buying and sharing your Digital Beanie, you're joining a growing community determined to freeze MND in its tracks.
So if you haven’t already, head over to the FightMND website and design your own Digital Beanie. Wear it online with pride, share it with your friends, and let’s keep the momentum going—because this is a fight we can’t afford to lose.
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