AT A GLANCE
Timing // May 2023 – September 2024
Scope // All Four campaign across three phases
Targets // Trade, education and consumer media
Media Items // 691 items of coverage
Audience Impressions // 63.9 million
Highlights // HR Leader, Inside Small Business, School News Australia The Educator, Gold Coast Bulletin, The Courier Mail, The Advertiser, Australian Associated Press.
THE OBJECTIVES
MediaCast worked with Orange Sky to deliver a national PR campaign for The Sudsy Challenge 2023. Our goal was to drive awareness and registrations for The Sudsy Challenge, which would in turn contribute to an overall fundraising goal of $334,000. The Sudsy Challenge encouraged Aussies to 'keep their kit on' for three days to raise funds and awareness for Orange Sky.
A key objective of the campaign was to highlight the importance of having genuine interactions and conversations with your peers about homelessness. This was tied in to Orange Sky’s aim to have meaningful conversations with their ‘friends’ who are doing it tough and utilise the charity’s mobile services.
THE CAMPAIGN
Employing a three-phase strategy, MediaCast’s focus was to engage three distinct target audiences in corporates, the education sector and individual participants. This involved targeted and strategic sell-in to trade and education outlets as well as metro and major market publications, television outlets and radio stations.
We conducted a nationally represented survey to garner the general public’s perception and understanding of homelessness, as well as data to complement the different phases of our campaign.
To amplify the phase three messaging and extend the campaign reach whilst making the most effective use of key spokespeople’s availability, we used an Audio News Release (ANR).
In order to showcase local participation in the challenge and talk to its benefits, we hosted a media call at St. Rita’s College in Brisbane and invited both education trade publications and local Brisbane media.
THE RESULTS
We were thrilled to secure coverage across 506 radio items, 41 television pieces and 140 print and digital articles.
We secured media across the country, with nationwide segments running across television and radio and print and digital features across the major mastheads.
By utilising key Orange Sky spokespeople and offering journalists the opportunity to speak with case studies experiencing homelessness at Orange Sky’s mobile laundry shifts, we were able to deliver meaningful interviews for a truly impactful campaign.
