From model to mum – Sarah Murdoch incorporates these two pursuits by fronting the Murdoch Childrens Research Institute’s major new awareness campaign, launched nationally in July 2008.

She travelled the world as a supermodel, but now as a mother, the health of her children is her number one priority. This is the first time Murdoch Childrens has launched a national awareness campaign fronted by Sarah, who has been ambassador since 2000.

The multi-million dollar campaign was put together at virtually no cost to the institute, with photographer Derek Henderson, stylists and assistants all donating their time for the photo shoot. Billboard space in Sydney and Melbourne has been provided free of charge, as has advertising space in national publications and on broadcast media nationwide.

Sarah hopes her involvement will encourage other Australian’s to support the important work of the Murdoch Childrens.

“As parents, we know our children’s health is priceless. But my wish is that we all have a greater appreciation for research and how it can make a real difference to our lives.”

Since the birth of my two children, I understand even more deeply the importance of medical research, because as a mother, even though I worry if they are fitting in at school, or if they are learning enough, it is really their health I am most worried about. We take for granted that when our kids are sick, that the doctors and nurses will know what to do to make them better. We forget that past research discoveries have made this possible”, she said.

“What is unique about the Murdoch Childrens Research Institute is that it is located within the walls of the Royal Children’s Hospital in Melbourne. It means that researchers work alongside the doctors and nurses and with the patients in the hospital. But whilst the institute is physically located in Melbourne, its discoveries help children no matter where they live, nationally and internationally.”

Murdoch Childrens would like to thank APN, Austereo, Bright Stars, Bump Magazine, Derek Henderson, EYE, Inlink, My Child, News Limited, Omnigraphics, Ooh! Media, Samantha Wagner and Rear Window Locations for generously supporting this campaign.