CHALLENGE/PROBLEM

Increase the overall donation tally for one of the country’s most loved appeals, the Good Friday Appeal for the Royal Children’s Hospital in Victoria.

 

INSIGHT

Celebrating its 85th year of fundraising, Thrive was committed to creating as much noise around the Appeal as possible to ensure nostalgia was high, celebration was rife and donations were a plenty.

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METHOD

Thrive used the campaign theme, “Give That They May Grow” as the catalyst to appeal to homes throughout the state to donate. Key spokespeople were appointed at regional and local levels to actively participate in publicity opportunities town by town.

Thrive also set up new communication processes between Appeal partners to leverage stakeholder engagement and maximise opportunities.

 

RESULTS

More than 650 pieces of media coverage across the state, with a combined campaign reach of 43 million.