Thompson Spencer Will Launch Burpee Challenge in October
Agency partners are donating over $2 million in media space to fund cancer rehabilitation programs.
Updated on Sept. 22, 2026 in Philanthropy
From 5 October to 11 October, agency Thompson Spencer will host the Move Over Cancer Burpee Challenge to raise funds for rehabilitation services. The campaign follows the successful cancer treatment of the daughter of the agency's lead, Wendy Thompson.
Why it matters
The initiative leverages a significant cross-industry collaboration to secure funding for survivors seeking to rebuild physical strength. By mobilizing media partners, the agency creates a high-visibility framework for corporate social responsibility and donor engagement.
Partners have donated over $2 million in advertising rate card value to support the initiative. The agency will conduct one burpee for every $1 donated during the challenge period.
The players
Thompson Spencer
An agency providing advertising and marketing services with regional teams across Australia and New Zealand.
Wendy Thompson
A leader at Thompson Spencer who is directing the campaign following her daughter's cancer recovery.
Cancer Rehabilitation Foundation
A non-profit organization focused on providing services for cancer survivors to restore strength and confidence.
The details
Thompson Spencer, which maintains offices across Auckland, Wellington, Sydney, and Melbourne, is coordinating the effort through a dedicated online portal. Agencies and partners participate by joining teams or contributing funds, with staff commitments tied to a physical performance metric. The funds raised will benefit the Cancer Rehabilitation Foundation.
Timeline
5 October to 11 October: The Move Over Cancer Burpee Challenge takes place.
Last winter: Wendy Thompson's daughter received a cancer diagnosis.
February: Wendy Thompson's daughter finished cancer treatment.
Market Landscape
The initiative follows the pattern of industry-led viral philanthropy established by the 2014 Ice Bucket Challenge. It represents a shift toward leveraging professional media assets and corporate networks to drive high-impact charitable outcomes.
Operators looking to benchmark their own CSR initiatives should monitor the effectiveness of combining large-scale media partnerships with measurable, team-based activities. The event highlights how agencies can leverage existing vendor relationships to maximize donor impact.
The takeaway
The campaign demonstrates the utility of tying corporate fundraising to specific, high-visibility physical tasks. Operators should evaluate whether their upcoming philanthropic efforts can utilize similar performance-based metrics to increase employee and partner engagement.
Further reading
For more on industry-led corporate social responsibility, visit our section on Philanthropy.
More information
To review the campaign or contribute to the cause, visit the Move Over Cancer donation page.
Source note: This article includes information reported by Mumbrella.
