Millicent turns pink for a cause

KIMBERLY-Clark’s Viva paper towel is taking on a bold new look this summer, going pink in support of the McGrath Foundation and its purpose to provide world leading cancer nursing services across Australia.

Manufactured at thew Millicent Mill, the local team has been honoured to be part of the campaign.

Mill Manager Adam Carpenter said they were really proud of the fact that a regional South Australian manufacturer would make the product and thrilled to be aligned with such a great initiative.

And it is more than just the paper towel turning pink with employees given the opportunity to wear pink high vis during December and January as part of the campaign.

“We have had a massive uptake in people getting their pink high vis shirts,” Mr Carpenter said.

The mill is not just involved in the manufacturing side of the campaign but also had a visit from the Limestone Coast Breast Care Nurse to get a great insight into the value of this fundraising campaign.

“She talked about the work she does and how this support for that foundation actually changes lives.

“It was also great to find out how people can access these services – it was really eye opening for many.”

Throughout December and January, shoppers will find limited-edition pink VIVA 3-packs in major supermarkets nationwide.

For every pack sold, Viva will donate 10 cents directly to the McGrath Foundation, with the campaign aiming to raise $100,000 for this important cause.

These specialist cancer care nurses deliver free, expert support to individuals and families experiencing cancer, making a difference in communities across the country.

To bring the campaign to life, Viva and the McGrath Foundation are rolling out a vibrant marketing push across in-store activations, digital content, and a national media campaign that taps into the energy of summer and cricket season.

It’s a purpose-led collaboration that unites two iconic Australian brands behind one clear goal: to make compassionate cancer care accessible to more Australians.

A spokesperson from the McGrath Foundation expressed how grateful they were for this latest partnership.

“The McGrath Foundation is so grateful to generous brands like Viva for turning pink and showing that pink truly is the colour of care and support,” they said. “It’s thanks to partnerships like these that the McGrath Foundation is able to provide world leading cancer nursing services to people and their families experiencing cancer.”