Maddie Riewoldt's Vision - Maddie's Month

OUR CHALLENGE

Progressive PR & Communications were engaged to deliver a national campaign for Maddie Riewoldt’s Vision and their partnership with Flavorite and Coles for Maddie’s Month.

For the month of November 2021, Maddie’s Month, Australians can make a big difference to people with Bone Marrow Failure Syndromes just by popping a bunch of Flavorite tomatoes or capsicums in their weekly shop at Coles supermarkets nationally.

Maddie’s Month will raise $100,000 to fund the inaugural Fiona Riewoldt Nursing and Allied Health Fellowship.

OUR RESPONSE

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

Case studies were potentially available to provide strong human interest stories as well.

 OUR OUTCOMES

The campaign which commenced Wednesday 20 October, 2021 finished on Tuesday 30 November, 2021 and reached an audience of over 461,800 and had an advertising space rate of over $33,240 AUD.

Highlights included the Herald Sun, ABC Radio Hobart, ABC Radio Northern Tasmania, ABC Gippsland and Triple M Perth.