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THE BRIEF

We were briefed by Life’s Little Treasures Foundation to drive registrations and awareness for the Walk for Prems for the eight years from 2016 to 2023. Now in its fourteenth year, Walk for Prems is the largest fundraiser for the Life’s Little Treasures Foundation and is held in approx. nine locations across Australia during the month of October.

OUR RESPONSE

We developed and executed a national PR campaign with a focus on powerful human-centered stories of premmie babies and their families to generate positive media coverage of the Walks.  This lifted awareness of both the event and the charity and drove registrations and fundraising for participants. We leveraged Ambassador families around Australia for media at all levels – local where the families live through statewide media to national.

RESULTS

In 2023, the campaign reached an audience of over 6M and had an advertising space rate of approx $1.2M. Traditional media coverage highlights included news stories in the Sunday Age, Herald Sun and Adelaide Advertiser, feature stories in that’s life and New Idea magazines, interviews on Sunrise, The Morning Show and Today Show and multiple TV stories from media who attended the events. A suite of top tier radio interviews were also secured.

We love working on this campaign and each year has seen an equivalent return on investment.  Our media smarts and contacts have meant the client returns annually.  

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