Pink Up Your Town
Overview of this campaign
The McGrath Foundation raises money to fund McGrath Breast Care Nurses in communities ] across Australia. There are currently 120 Breast Care Nurses, who help breast cancer sufferers by providing physical, psychological and emotional support, for free. Many are based across regional Australia, the heart of ACM’s market.
As the community voice of centres serviced by Breast Care Nurses, we're proud support this worthy cause. While 64,000 families have been supported by Breast Care Nurses since 2005, there’s still a lot more to do to reach families battling this terrible disease.
Our main objectives:
- Increasing the number of communities involved in Pink Up Your Town;
- Raising awareness of McGrath Foundation and services available in local communities through their breast care nurses;
- Raising funds that would go to provide more breast care nurses, many in the communities we serve.
Sub-objectives and activities.
As regional media partners ACM we set out to:
• Drive community support with a call out for committee members resulting in an extra 18 participating centres
• Produce and publish content around positive impact of McGrath Breast Care Nurses
• Produce content on breast cancer and available services
• Tell the stories of local residents and their battles with this disease. Putting a local face to breast cancer to personalise the issue and connect the audience to the McGrath Foundation to help reach it’s fundraising targets
• Give exposure to fundraising events and provide coverage as a motivator for subsequent fundraising activities.
• Increase engagement and community involvement of Fairfax teams to help drive local activity
• Underpin editorial activity with advertiser support from predominantly local and national advertisers
• Donate a percentage of all advertising revenue directly to McGrath Foundation
Results for this campaign
Australian Community Media is immensely proud of our involvement with the 2018 Pink Up Your Town campaign. We’re excited about the prospect of continuing our relationship in 2019 and beyond.
The McGrath Foundation was thrilled with the 2018 results of this campaign and we’re confident with forward planning we can continue to grow this amazing campaign to help raise even more funds for the foundation.
The 3 key objectives of the campaign were well and truly delivered upon.
• Seeing the number of centres ‘pinking up’ raise from 6 in 2017 to 24 in 2018 was inspiring and we’re looking forward to continuing expanding on this in 2019.
• Hundreds of articles were run across our network in print and online to highlight the services offered and the positive impact McGrath breast care nurses have on the community. Our coverage before and after of local events drove community attendance and engagement.
• Throughout October $300,000 was raised from local fundraising initiatives in Pinked Up Towns. ACM donated an additional $8,000 arising from advertising support of our editorial commitment.
ACM’s support of the initiative drove the increase in participating centres. This was accomplished by calling for community members to form a local working group and participate by setting up events and many centres, these committees were driven by ACM staff.
The campaign was launched by high impact, 4 page wraps around the local masthead in each participating community. These featured general content on the work of the foundation and key local events.
Organic editorial continued momentum through the month through print and digital stories covering events and suffers which was supported by local advertising – a percentage of which, was donated back the foundation.