Creative and innovation agency SLIK has been selected by the Indigenous Marathon Foundation (IMF) to lead a national campaign centred on the journey of the 2025 Indigenous Marathon Project (IMP) running squad.
The integrated campaign, which launches this July, aims to raise $1 million, will coincide with the training journey of 12 first-time Indigenous marathoners, including newly-announced ambassadors NRL player Johnathan Thurston and AFL player Lance “Buddy” Franklin, as they prepare to run the New York Marathon in November.
Kim Verbrugghe, managing director at SLIK, said IMF is creating lasting change in First Nations communities by using running and physical activity to promote health, create inspirational leaders and improve education.
“We’re honoured to help bring their vision to life. This campaign is more than a fundraiser. It’s a chance to unite Australians through powerful storytelling and purpose-driven action,” she said.
SLIK’s campaign strategy will tap into the passion of AFL and NRL fans along with IMF’s growing community.
With deep experience in social impact work, including recent success with Paralympics Australia, FightMND and Aboriginal Affairs NSW, SLIK will deliver a campaign to amplify reach while fostering meaningful engagement.
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.
“SLIK really 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,” she said.
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 lived understanding and cultural competency.
“This is a story about inclusion, belonging and belief,” Verbrugghe said.
“We’re proud to be walking, and running, alongside IMF to support their cause.”
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