CHALLENGE/PROBLEM

Launch, create awareness, drive public support and secure ambassadors for The Salvation Army’s ‘Be A Souperhero’ campaign.

 

METHOD

Thrive’s PR strategy around the ‘Be A Souperhero’ campaign included an aggressive push for traditional media exposure across national, state, regional and local media, in the lead up to the Souperhero week. We engaged local communities through fundraiser story telling and told a series of heartfelt case studies. Thrive secured ambassadors for the campaign as well as negotiated partnerships with Easey’s and Deliveroo to create and deliver a Cheeseburger Soup. An impactful launch event encouraged the public to sign up for the challenge and raise vital funds for those in need.

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RESULTS

Working closely with the talented in-house Salvo’s PR teams, Thrive generated 225 media stories proactively placed about the challenge. Coverage achieved a reach of 10.5 million with many highly engaged, high profile Australians and celebrities behind the cause.