Every year, thousands of Australian men are diagnosed with prostate cancer. The Prostate Cancer Foundation of Australia (PCFA) generates attention and funds for medical research and specialist prostate cancer nursing personnel.
PCFA is beneficiary of an annual fundraising event. For the 2022 Outback 4WD Adventure, logistics provider, Optim donated principal financial sponsorship for a vehicle. Brand Advocate contributed co-sponsorship for the car in this rally through the Australian Red Centre.
Starting in Bourke, the route traversed north-western NSW, into Queensland and South Australia in a Bourke to Barossa ‘bash’ via the Strzelecki Track, Simpson Desert, and down the iconic Birdsville Track. Heavy rain in previous weeks prevented a visit to Poeppels Corner (the junction of Queensland, Northern Territory and South Australian state borders).
Many memorable places were visited, including the ‘Dig Tree’ (sign to buried supplies for the 1861 Burke and Wills expedition), Innaminka (on Cooper Creek), ‘Big Red’ (a sand dune of 200 kilometres in length in the Simpson Desert), and Ikara (Wilpena Pound) in the northern Flinders Ranges. En route to the start line, the sponsored vehicle even visited the extraordinary Cobar Sound Chapel, a concrete audio installation designed by Pritzker Prize winning architect Glenn Murcutt, inside a rusty, former water storage tank.
The Dodge RAM 2500 Laramie crew cab vehicle, featured the Optim icon prominently on its bonnet, the logo on side doors and rear canopy, and the brandline “Moving Heaven and Earth” above the retractable running boards on each side. The Brand Advocate logo appeared on the sides and rear of the canopy.
The 39 vehicles encountered 130 kilometres of deep mud on the first day. With 23 bogged vehicle retrievals, a load of sticky clay was transferred onto undercarriages, shovels and boots! Once we escaped Birdsville across the swollen Diamantina River, the remainder of the trip was dry but remarkably green and lush, rather than the dusty red land anticipated by even those who had visited many times before.
When Optim required a rebrand in 2018, Digital Tsunami had delivered a contemporary brand identity; brandline; colour palette; fonts; new domain name; electronic document templates; business cards and a brand style guide, business cards, office signage, branded notepads, and a web presence and design of a ‘wrap’ for an Optim truck.
Brand Advocate is the provider of ‘in-house Creative Counsel’ to promote brands which do not have a Marketing Director or Creative Director on staff.
The rally raised $200,000 for prostate cancer research.