Sony Foundation’s Media Partners Rally Behind ‘The Chemo Commute’ to Support Regional Youth Cancer Patients

More than 23 of Australia’s leading media, advertising and communications organisations are uniting behind Sony Foundation’s Chemo Commute to amplify a grassroots fundraising walk into a national awareness campaign for the charity’s You Can Stay program.

Says Sophie Ryan-McPhee, Sony Foundation CEO: “Sony Foundation is incredibly grateful for the unwavering support of all our media partners. They have once again rallied behind Sony Foundation for The Chemo Commute, transforming a grassroots fundraising walk into a national awareness campaign to raise funds and awareness for You Can Stay.”

The campaign follows 25-year-old youth cancer survivor Marcus Heironymus, who is walking 400km from Goondiwindi to Brisbane, retracing the gruelling journey he made for cancer treatment as a teenager almost a decade ago, to raise funds and awareness for regional and rural Australians facing similar barriers to care.

Sony Foundation’s media partners are supporting the campaign by donating advertising inventory across billboards, radio, digital and social channels, and backing editorial coverage of Marcus’ story, helping the campaign reach a national audience. The support has helped The Chemo Commute raise more than $63,000 to date.

Says Ryan-McPhee: “By donating advertising inventory, supporting editorial coverage, and leveraging their platforms and audiences, they have helped share Marcus’ story with Australians nationwide. Their support has already helped us raise more than $63,000 to date while shining a national spotlight on the challenges young regional Australians face when accessing specialised cancer treatment.”

The Chemo Commute has been brought to life with the support of a dedicated group of campaign partners, including: Budget Direct Travel Insurance, Creative Printing & Apparel, Helios Agency, Nova Entertainment, POEM Group, Quest Apartment Hotels, Rural Affinity, The Consortium Clemenger, and Queensland Youth Cancer Services. Their contributions of financial donations, products, services and expertise have helped get Marcus safely on the road and ensured the campaign resonates with the regional and rural communities it aims to support.

Says Ryan-McPhee: “Every billboard, radio mention, article, and social post brings us one step closer to ensuring more young people can access life-saving treatment without the added burden of finding and paying for accommodation away from home. We simply could not achieve this impact without our incredible media partners.”

Since 2020, Sony Foundation has funded more than 45,000 nights of free accommodation through You Can Stay, delivered in partnership with Quest Apartment Hotels, allowing young regional patients and their families to focus on treatment without the added financial stress of paying for accommodation in the city.

Says Ryan-McPhee: “Since we launched You Can Stay in 2020, the generosity of our media partners has helped us raise more than $9 million to support young people with cancer and their families.

“Through strategic partnerships and generous advertising package donations at our fundraising events, our media partners have played a vital role in growing the reach and impact of You Can Stay, ensuring more young Australians can access the care they need, no matter where they live.”

For more information on The Chemo Commute, including how to donate, visit www.sonyfoundation.org/the-chemo-commute

Follow The Chemo Commute on socials:

• Instagram: @the_chemo_commute

• Facebook: @thechemocommute

Sony Foundation Media Partners: ACM, Amazon Ads, Are Media, ARN, Foxtel Media, Gumtree Group, IGN Entertainment, JCDecaux, JOLT, Motio, News24, News Corp Australia, Nine Entertainment, Nova Entertainment, oOh!media, Paramount, QMS, SBS, Scentre Group BrandSpace, Seven Network, Snapchat, Val Morgan, WIN Television.

Client: Sony Foundation
Communications Officer: Bella McKenzie
General Manager: Sarah Potts

Strategy, Creative & Publicity: Poem
CEO: Rob Lowe
Account Director: Robbie Purcell
Account Manager: Dexter Flint
Senior Account Executive: Chloe Ashton
Social Creative: Angus Roberts

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