OUR CHALLENGE

Since 2021, Progressive PR &Communications have been engaged to deliver a national campaign for MaddieRiewoldt’s Vision and their partnership with Flavorite and Coles for Maddie’sMonth.

Every year in November, Maddie’s Month,Australians can make a big difference to people with Bone Marrow FailureSyndromes just by popping a bunch of Flavorite tomatoes or capsicums in theirweekly shop at Coles supermarkets nationally.

Maddie’s Month aimsto raise $100,000 to increase awareness and continue funding critical BoneMarrow Failure Syndrome research and support services for patients and familiesacross Australia.

OUR RESPONSE

PPR&C proposed a campaign that would useFiona and Joe Riewoldt as the parents of Maddie and founders of MaddieRiewoldt’s Vision to tell their story and encourage purchases at Coles stores.

Case studies add a relatable human aspect tostories for media and allow them to talk about the issues in a relevant way for their audiences.

OUR OUTCOMES

The campaign which commences in the lead upto November every year, uses all levels of traditional media in Australia -local media, statewide media and national media – all targeted with relevantstories.

Verticals such as sport and food are offeredinterview with AFL footballer Nick Riewoldt, brother of Maddie, and MRVAmbassador Andy Allen, a judge on Masterchef.

Health and medicalmedia are a particular focus of the campaign with the coverage helping meet the fundraising target year on year.

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