THE BRIEF

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

Every year in November, 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 aims to raise $100,000 to increase awareness and continue funding critical Bone Marrow Failure Syndrome research and support services for patients and families across Australia.

OUR RESPONSE

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

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

RESULTS

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

Verticals such as sport and food are offered interview with AFL footballer Nick Riewoldt, brother of Maddie, and MRV Ambassador Andy Allen, a judge on MasterChef.

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

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