Do Something! Day 2017
2018 Finalist

Do Something! Day 2017

News Corp Australia

Surry Hills, Australia

Category Best Public Relations or Community Service Campaign

Overview of this campaign

Do Something! Day celebrates the extraordinary contributions made by everyday locals within our communities. With this as the campaign’s foundation, the five week campaign leading to and including the day aimed to:

By increasing awareness of the charities, organisations and people within our communities and inform the audience about how to get involved on Wednesday 19 July. From supporting an organisation through to simple acts of kindness, Do Something! Day needed to show that it was easy to get involved regardless of age, gender or status.

By leading the conversation across all platforms and social media to promote the contributions to our communities. #DoSomethingDay would be the link to inspire and drive deeper engagement with our audience through user generated content.

By showcasing local stories of goodwill and engaging national organisations we reinforce the role our brands play in putting our communities in the spotlight.

The sixth week of the campaign was dedicated to sharing the stories from DoSomething! Day across print.

With over 14 awareness campaigns for charities and other causes taking place during July, and a refreshed approach to the campaign from the previous year, it was essential to ensure we cut through to make the audience feel that this was something that they easily could and wanted to participate in.

Results for this campaign

Over 230 stories were showcased across NewsLocal, Quest and Leader’s 64 titles featuring a diverse range of organisations and participants. This reinforced that our communities care and have the determination to continue to make them safe, happy and healthy environments.

National organisations such as RSPCA, The Salvation Army, Red Cross and SES were highly active in joining the campaign with feedback that it was great to have us working various organisations together to create significant impact.

The organisations associated with Your Local Club were also amplified as they leveraged their celebrity ambassadors to promote the lesser known groups that are supporting our communities. These connections delivered significant PR across radio and television to deliver on building awareness and community pride.

Trending at the number 1 spot on Twitter with #DoSomethingDay on Wednesday 19 July, highlighted the gratitude and joy that people had in participating in the campaign. This was also reflected across Facebook and Instagram.

The power of our print reach, combined with the engagement online and across social media delivered an impacting feel good campaign that drove results for our partners. For all age groups and walks of life, acts of kindness large and small, Do Something Day is unique in uniting so many for the greater good.


To contact a company representative about this campaign, click here for the INMA Member Directory