Pink bang – amplifying The McGrath Foundation’s 10th anniversary celebrations

Insights:

• After ten years of fast growth and the placement of over 100 Breast Care Nurses nationally, the McGrath Foundation’s anniversary celebrations needed to go off with a big pink bang
• Report showed the need for more breast care nurses and funds were required to make this happen
• A number of milestones had been organised that required equal attention

Moments:

• A strategic media engagement plan to generate rolling coverage throughout the anniversary month and mass coverage on anniversary day
• Month-long pre-pitching to build awareness with key targets and drive anniversary day coverage
• Breast Care Nurses case studies to demonstrate legacy among interstate and regional audiences
• Commissioning/coordinating a video news release to maximise use of spokespeople and extend reach beyond NSW media
• Strategic top-tier television exclusives to ensure in-depth, emotive national coverage

IMPACT:

• Client KPI of 100 clips exceeded by 447 per cent, with a total 547 clips achieved
• 72 per cent coverage referred to the 10 year anniversary
• Combined PR activity with the foundation’s own initiatives (above-the-line, additional TV exclusives and outreach) saw a 184 per cent spike compared with average daily sessions to the foundation’s website
• The Project exclusive interview with Carrie Bickmore and founder Glenn McGrath saw a 930 per cent spike in sessions to the foundation’s website