SYDNEY, AUSTRALIA – Creative and innovation powerhouse SLIK has been appointed by the Indigenous Marathon Foundation (IMF) to spearhead a transformative national marketing and fundraising campaign, spotlighting the extraordinary journey of the 2025 Indigenous Marathon Project (IMP) running squad.
Launching this July, the integrated campaign aspires to raise $1 million in support of IMF’s suite of life-changing programs, which use running as a vehicle to empower First Nations Australians through health, resilience and leadership. Central to the campaign is the training journey of 12 first-time Indigenous marathoners, whose path to the 2025 New York City Marathon will serve as a compelling narrative arc. Lending further star power to the initiative are newly-announced ambassadors: NRL icon Johnathan Thurston and AFL legend Lance “Buddy” Franklin.
“IMF is doing incredible work to create lasting change in First Nations communities by using running and physical activity to promote health, create inspirational leaders, improve education and more. We’re honoured to help bring their vision to life,” said Kim Verbrugghe, managing director at SLIK. “This campaign is more than a fundraiser. It’s a chance to unite Australians through powerful storytelling and purpose-driven action.”
SLIK’s strategy will focus on emotionally resonant storytelling, digital innovation, and a high-impact PR stunt designed to galvanize support from both AFL and NRL fan bases, as well as IMF’s expanding national community. The agency, known for its track record in social impact campaigns—including collaborations with Paralympics Australia, FightMND and Aboriginal Affairs NSW brings a sharp creative lens to projects that require both cultural sensitivity and ambition.
Katie Brown, partnership and philanthropy manager at IMF, said the foundation sought a partner who could bring creative ambition and cultural sensitivity to the table: “SLIKreally listened to the spirit of our work. They understand that this is a story of strength, pride, and possibility – and they’ve developed a campaign model that both moves people and drives results.”
The campaign will build over 12 months, with peak moments aligned to IMF running squad milestones and community events.
As a Supply Nation-registered agency with strong ties to Indigenous creators, SLIK brings not only creative expertise but lived understanding and cultural competency.
