OUR CHALLENGE

Since 2016, we have been tasked to deliver a PR campaign around Australia for Life’s Little Treasures Foundation and their annual Walk for Prems in October each year.

Coverage was designed to inspire more Australians to take part in a physical or virtual Walk for Prems or to donate to Australia’s foremost charity dedicated to supporting the families of the 48,000 babies born sick or premature in Australia each year.

OUR RESPONSE

We proposed a campaign that focused on compelling stories of families and their premmie babies to highlight the events and give media a simple and heartfelt way to tell the story to their audiences.

Physical locations of the Walk for Prems also provided media with a hook for their stories.

Ambassador families with incredible premmie baby stories are used to generate major national media coverage.

OUR OUTCOMES

The campaign commences three months prior to the event to enable long lead media coverage and then turns to media with shorter lead times as the Walks draw closer.

Highlights include multiple metropolitan newspaper stories each year around Australia, including a Herald Sun front page story.

National TV stories include Studio 10, Today Show, ABC News Breakfast, and Sky News.

Campaigns have garnished extensive radio and newspaper stories across rural and regional Australia and multiple TV news stories in capital cities across Australia on the day of the event.

PPR&C often works with registered charities within the Australian Charities and Not-for-profits Commission.

To learn more about how our public relations services at Progressive PR & Communications can help raise your Charity &/ Not-for-profit brand, please get in touch.

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