Do Something! Day is one of the most heartwarming campaigns within the News Corp Australia calendar. The annual event unites our audience, clients, and staff to celebrate extraordinary contributions made by everyday locals to create better communities, while also encouraging people to spread kindness any way they can.
Our role is to inspire and motivate our audience to do something that makes a difference. Do Something! Day is an initiative run in partnership with the Do Something! Foundation, a relationship that began with NewsLocal in Sydney in 2016. Since then, DoSomething! Day has grown from a local initiative into one with national scale.
What makes this event so unique is that it is not about celebrating one major cause, but many causes, big and small. Through this diversity, it captures the many ways our communities come together and highlights their determination to give back and make a difference.
For young and old, DoSomething! Day is used to raise awareness and action for issues such as homelessness, the environment, animal welfare, domestic violence, and more.
In particular, many of the smaller organisations have expressed gratitude for this event. With limited resources to dedicate to marketing and PR, DoSomething! Day enables them to be part of a wider conversation, part of something greater, which they typically feel they cannot access. You see this expressed through their community networks and across social media.
Search #dosomethingday on Facebook, Instagram, or Twitter and you’ll see that our audience is an inspiring bunch. It is evident people are looking for genuine feel-good moments that trigger positive change. Through the partnerships we have engaged, a solid foundation has been formed to bring this all to fruition.
DoSomething! Foundation works closely with national organisations such as Foodbank, Meals on Wheels, Australian Red Cross, and Vinnies. They provide inspiration that has been shared across each other’s platforms and amplification across their social media. This has helped drive the wider agenda.
Through local partnerships, NewsLocal and Quest Community News have driven more tangible outcomes. For three years, NewsLocal’s partnership with ClubsNSW provided activation opportunities for the community to experience the impact of the campaign first hand. Television and radio live broadcasts in conjunction with donation drives at various clubs brought buzz.
Many of their associated club groups and members beam with pride over the recognition of their achievements. Coverage of their fundraising and working bee activities also brought our readers closer to the ways their organisation supports local communities. Quest’s partnership with Queensland Government was utilised to heighten awareness of domestic violence and the steps that can be taken to assist victims.
For our staff, DoSomething! Day is an opportunity to engage with the communities our publications serve and experience how our brands create impact. These activities took place on the event day, all of which were organised through News Corp Australia partnerships. These included food and clothing donations, beach clean-ups, bush rejuvenation, morning teas in support of local hospitals, signing up to be an organ donor, and more.
The outcomes of the event day were celebrated through Do Something! Day hubs with curated social media galleries and in post-event features. Many participants then shared their print articles again on social media, thus extending awareness beyond the day. Do Something! Day is a natural fit with community brands. It reinforces our role as a force in the community that drives change and that building better communities garners momentum at grass root levels.