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Virgin Australia Melbourne Fashion Festival announces partnership with MCRI

Institute News
Tuesday, March 1, 2016 - 12:18pm
The Melbourne Fashion Festival Ltd. (MFF), the not-for-profit organisation that owns and delivers the Virgin Australia Melbourne Fashion Festival (VAMFF) has announced a strategic and social partnership with the Institute.

Melbourne Fashion Festival Chairman, Laura Anderson, and CEO Graeme Lewsey expressed their delight that MFF is able to support MCRI through the Festival’s engaged and far-reaching audience and extensive marketing campaigns.

In this first year of a long term and exciting relationship, the partnership will be driven by awareness building and fundraising efforts including:

  • The “Drive to Donate” campaign via VAMFF/Ticketek for the NewsLifeMedia Runways (Opening Event Runways Presented by David Jones - Supported by Vogue Australia; Premium Runway 1 Presented by and AMP Capital Shopping Centres -  Supported by L'Oréal Paris at Priceline Pharmacy; and GQ Australia Menswear Runway Presented by Asahi Super Dry)
  • Video content screened during the Festival week at 'The Plaza’
  • Logo recognition on relevant and high reach marketing platforms

“It is an honour and a privilege to support the life changing work of MCRI. MCRI’s global thought leadership, research and care are transforming the world of healthcare – locally and globally. The organisation is truly one of Australia’s great treasures” Laura Anderson shared.

“On both a personal and professional level I look forward to actively supporting this great partnership. Our shared passions for translating innovation, embracing excellence, and mobilising people and communities throughout the world to maximise their potential sets a precedence to empower the future for generations to come.”

“On behalf of MFF and our valued partners and stakeholders, I am thrilled to announce the Festival’s collaboration with MCRI. By uniting our communities we will be able to support the further growth of the Institute and its leadership in child health research, enabled by MFF’s activations to support the growth in reach, awareness and resourcing of this amazing organisation,” Lewsey said.

Led by Director Professor Kathryn North, scientists at MCRI are working across a range of child health issues including allergies, cancer, rare and genetic diseases, autism and diabetes.

“Our 1500 researchers are incredibly grateful for the support of the Melbourne Fashion Festival. Support such as this is crucial so that our scientists can continue to tackle the big issues facing our kids. The festival clearly shares our vision that all children deserve a healthy start to life,” said Professor North.

Model, television presenter and MCRI ambassador Sarah Murdoch said she was delighted by the partnership.

“It’s wonderful to see the VAMFF - such an important event in the fashion industry - supporting the vital work of MCRI. As Ambassador for the Institute over the past 16 years, I have seen the life-saving work conducted by our researchers and have had the pleasure of meeting many of the children who have benefitted from their discoveries,” Murdoch said.

MCRI celebrates its 30th anniversary in 2016 and is particularly delighted to be the charity partner of VAMFF in this special year. 2016 also sees another milestone anniversary with MFF celebrating 20 years as the leading consumer-focussed Fashion Festival.

Tickets to the 2016 Festival are on sale now at