Sarah Murdoch unveiled an innovative million dollar advertising campaign in April 2005, to raise awareness of MCRI’s cutting edge children’s health research and to engender public support. Over 60 guests attended the launch at Longrain in Sydney, representing MCRI, corporate sponsors, donors and the media. The entire campaign was produced free of charge for MCRI. The Australian generously sponsored the campaign through donated ad space and ad agency The Council created the entire campaign pro bono, based on the creative inspiration of MCRI development board member and director of client service at The Council, Aimee Dean and agency principal Adrian Pritchard.

Adrian Pritchard, Sarah Murdoch & Aimee Dean	Anne Cronin & Frank Oberklaid	Guests at Longrain	Ant Catalano & Adrian Pritchard
The first ad which has already appeared in The Australian	Jane Fenton speaking at the launch