Tony Phoenix-Morrison, also known as 'Tony the Fridge', a passionate fundraiser from Newcastle, is about to attempt to run 40 Marathons in consecutive days along the most unforgiving roads and terrain the UK has to offer carrying a 42.5kg Smeg FAB10 Fridge, all in aid of The Sir Bobby Robson Foundation, the charity set up in memory of late England and Newcastle Manager, Sir Bobby Robson, to help detect and treat cancer early. Tony carries the fridge as a tribute to people who have been affected by cancer and have been or are currently battling the disease. Having lost close loved ones family members and friends over the years he has experienced first-hand how devastating this disease can be and so Tony decided dedicate his life to raising awareness and fundraising in this unique extraordinary way. As an organisation, Smeg also has been touched by cancer, also wanted to do something positive to help combat the disease, were keen to get right behind Tony's journey, and selected this cause as its national charity of the year 2013.
He first made the national news when he completed the 2011 Great North Run carrying a fridge, then in August 2012, he famously completed 30 Great North Runs in 30 Days, hitting hit the headlines when he was championed by Chris Evans and Alan Shearer, amongst others. Tony has continued to enter and complete in excess of 50 road races half & full marathons and even successfully completed a 12 hour treadmill challenge wearing his trusty 7-stone Smeg fridge.
In April 2013 Tony took on arguably the most difficult challenge so far, a 67.1 mile non-stop 24-hour run around Newcastle’s Quayside, which was an outstanding success but of course so physically and mentally demanding.
However, Tony just had to push himself further. On 3rd August 2013 Tony sets off on the 'Smeg Endurance Challenge' from John O'Groats to Lands End - running the full length of the country. Tony will tempt to break the world record in the process, running over 1,050+ miles across 40 days, equating a full marathon each day, with the weight of approximately 40 litres of water on his, just to make it harder of course.
Tony conceded that this latest challenge may be “a fridge too far” and went on to say “I have never actually ran 2 back to back marathons with a fridge let alone 40! But my awareness and fundraising campaign is all about tackling what is thought to be impossible and making it to the other side” “Cancer can beat you to your knees if you let it! My efforts are a tribute to the fighters and hopefully an inspiration to the sufferers not to give in” I have no doubt each day will be a fight for survival but I am ready for the challenge and fully accept the struggle and toil I am about to face”
Tony sets off from John O'Groats, heading south towards Inverness, then across the Cairngorms into Edinburgh, tackling ascents of 1,500 ft along the way. From here he will run south-east along the A68 to his hometown of Newcastle Upon Tyne. Upon departure Tony will continue south, passing through York then onto Nottingham. After Leicester he hits Milton Keynes before arriving in the capital. Leaving London Tony will run south west for the final leg of the journey, reaching the south coast at Southampton, before following the coast line westerly past Exeter and on to Lands End. 1,053 miles, the hard way
For a continuous year the Junding Leaders club organized a prestigious ball in Beijing. This association is one of the most respected and elite on the planet, and its members include many business leaders and the managers of some of the most influential organizations and institutions in the world, such as the Prince Charles foundation.
One of the highlights of the evening was a charity auction during which a FAB28 was once again the star – the bids to buy the red Smeg fridge closed at €17.000 Euro! The proceeds of the sale will be given to support the projects and activities of the various charities involved in the organization of the ball such as the Chinese Red Cross foundation and SUN Culture Funds that help children in economic difficulties to learn and enjoy culture.
An international solidarity plan that unites unmistakable Smeg design with the charitable activities headed by Samuel Eto’o, the famous striker of Italian football team Inter Milan. A unique new FAB28 has been created with the flag of Cameroon, the homeland of the player, and the logo of the humanitarian foundation that bears his name.
The fridge was sold at auction by Nicola Savino at a charity gala held on 17th March in the prestigious Visionnaire Design Gallery in Milan. During the evening, attended by various politicians, sports stars and personalities from the world of entertainment, funds were raised for the construction of a paediatric unit at the Laquintinie da Douala hospital in Cameroon.
Smeg customised a FAB28 especially for the event, creating a one-off exclusive product to give a creative touch to Eto’o’s charity initiative, and offer full support to such a worthy cause. Smeg further their multicultural theme with the FAB28 Cameroon, a concept that already expressed in a number of different refrigerators bearing various flags, among them the FAB28 with the St.Georges Cross England flag and that of the Italian tricolour.
The Smeg 50’s style refrigerator exports the reputation of Italian design to the world, products as excellent as the reasons that propel Eto’o to help the population of Cameroon. The extraordinary footballer from Inter Milan has never forgotten his roots, it is now 5 years that he has headed a foundation that raises funds to support the African state.
The evening of Thursday 17th March, where the Smeg FAB28 was one of the leading stars, was presented by Paolo Bonolis with the help of the extraordinary Andrea Bocelli.
“Technology is morally neutral as long as man doesn’t use it”
Smeg has been instrumental in a large scale and high profile national charity fundraising campaign in support of Breakthrough Breast Cancer.
This campaign, developed in the UK, focussed around donating a percentage of proceeds from all pink FAB28 refrigerators, as well as a number of other 50’s style, retro inspired products to help fund important scientific research on breast cancer. Further fundrasing has also been secured through the completion of a number of ongoing charity fun runs and marathons.
The initiative, which is the latest in a series of charity projects set up and supported by Smeg on an annual basis, demonstrates the Company’s commitment to social responsibility and local communities.