Team
- Chelsea
- Aemon
- Emily
- Lachlan
Industry
- For Purpose
Year
- 2026
Epilepsy Action Australia
Epilepsy affects over 250,000 Australians. More than 3% of us will be diagnosed at some point in our lives, making it one of the most common neurological conditions in the country, and one of the least talked about. Purple Day on 26 March exists to change that. One day a year where the world wears purple and epilepsy gets the attention it deserves.
Epilepsy Action Australia has been running Purple Day campaigns for years. But this time, they wanted to do something bigger. Something that could travel.
Challenge
Awareness campaigns live or die on participation. To get schools, workplaces and families to show up, the campaign needed to feel less like a charity drive and more like something people actually wanted to be part of. It needed energy, personality, and a visual identity bold enough to cut through, but simple enough that Epilepsy Action Australia could hand it to supporters and let them run with it.
The challenge wasn’t just creative. It was designing a campaign system that could scale without losing its shape.
Solution
We built Purple Up! from the ground up. Campaign name, brand identity, tagline, messaging, merch, social assets, and print. A bold typographic identity that could live on a tote bag, a billboard, or an Instagram story without losing its punch.
The campaign was designed to be owned by the organisation, by their supporters, and by the thousands of Australians who wore purple on the day. Schools ran their own events. Workplaces got involved. Families dressed up. Lachie from The Wiggles and celebrity chef Matt Preston lent their voices and helped it reach new audiences.
Purple Up! outperformed previous years on fundraising. But more than the numbers, it proved what happens when a cause gets a campaign that matches its heart.
When we say the world is worth it, this is what we mean.
