Fara Australia’s flagship fundraising initiative, Lend Us Some Muscle (LUSM), had lost momentum in recent years. While the campaign raised nearly $100,000 each May pre-COVID, post-pandemic figures had dwindled to around $50,000. In 2024, I was brought on board to breathe new life into the campaign and reinvigorate community engagement.

We took a video-first approach, placing Fara’s ambassadors at the heart of the campaign and designing a concept that invited everyone to participate—regardless of age, ability, or activity level. The theme “Anytime, Anywhere, Any-way” was brought to life through vibrant video content featuring real people doing everyday activities: walking the dog, swimming, hitting the gym, and more.

With a 1-minute hero video, a 30-second cutdown, and a series of 5-second edits showcasing a wide variety of movement, we made it clear that getting involved didn’t require a marathon—just a moment of movement.

Filmed in February and launched in April, the campaign saw a significant uplift. By May, registrations had surpassed previous years, including several new group sign-ups—something the campaign hadn’t seen before. By the end of the month, LUSM had raised an incredible $85,000, making it the second most successful year since the campaign began in 2017, and the best result since 2020.