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Ronald McDonald House Charities Victoria & Tasmania which operates the Ronald McDonald Houses at Monash, Fitzroy North and Parkville in Melbourne and in Hobart, Tasmania called on the public to open their hearts and wallets for seriously sick kids and their families for their Matched Giving Day Appeal from 12 pm on Thursday 3 June until 12 pm on Friday 4 June, 2021.

THE BRIEF

PPR&C were briefed to deliver a PR campaign to Tasmania and Victoria and relevant national media to help the charity meet its fundraising goals.

OUR RESPONSE

PPR&C’s approach was to put the focus of the campaign on families helped by the Charity to tweak the heartstrings and help generate donations to the Appeal. PPR&C reached out to families who had personal experience with the Ronald McDonald House Charities in Victoria & Tasmania, their stories were pitched to media around Victoria and Tasmania and where relevant to the national media. The participation of high-profile Ambassadors (AFL footballer Adam Tomlinson from Melbourne Football Club and Liz Watson, netballer from Melbourne Vixens) were also leveraged for media opportunities.

OUR OUTCOMES

Radio interviews were secured on ABC Radio Hobart, North Tasmania and Goulburn Murray Victoria, Triple M, SEN, Radio Sport National, LA FM and Hit fm as well as multiple other regional radio stations.

Traditional and digital coverage in The Mercury, Launceston Examiner, Devonport Advocate Border Mail and other regional newspapers was achieved.

A long format news story on Channel Nine News Melbourne highlighted the case study of a family staying at one of the Houses. Channel Seven and WIN TV in Hobart both visited the call centre on the day of the Appeal.

This short and sharp campaign (3 weeks) reached an audience of almost 1.5 million and had an advertising space rate of over $157,000 AUD.

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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