— The Client

CARE Australia is a leading international aid organisation that works around the globe to save lives and defeat poverty, leading with an equal rights focus.

With a special focus on working with women and girls, CARE Australia has been providing assistance for over 30 years to those in poverty regardless of race, religion or ethnicity to bring lasting change to their communities.

Category
  • Lifestyle
Services
  • Brand Activation
  • Influencer Marketing
  • Public Relations

— The Situation

CAREgifts is CARE Australia’s online Christmas gifts range that supports its core aims, with each and every gift an item used in fighting poverty, aiming to show how donations can make a huge difference and go to where they are most needed.

For those living in extreme poverty, each CAREgift brings education and training, healthcare and clean water, nutritious food, and new ways to earn an income.

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— The Solution

Greenpoint Media was appointed to a three-month PR and Communications campaign to build brand awareness for CARE Australia and its annual Christmas initiative, CAREgifts.

The primary focus of the campaign was to position CARE Australia as the leading aid organisation that saves lives, while building the profile of the CAREgifts initiative by associating the offering with its key brand messages within the target audiences.

— What did we deliver?

STRATEGY:
Following a month-long strategy period, Greenpoint Media developed a multifaceted approach that aimed to secure online, print and social media coverage within key targets across through the following initiatives.

PUBLIC RELATIONS:
A strategic PR campaign with a focus on storytelling and building brand awareness of CARE gifts and their positive impact, liaising with key media outlets and ongoing distribution of press releases and case studies.

EVENTS & ACTIVATION:
Leveraging the profiles of prominent artists involved with CAREgifts and the artwork to create street activations in the format of a month-long activation that featured a paint up of one of the main artworks in Melbourne CBD.

INFLUENCER MARKETING:
Extending the reach of the campaign through the management of an influencer marketing strategy and a pro bono event to increase awareness and drive CAREgift sales.

— Results:

PR Black
Public Relations:

27.2 million - Combined Estimated Reached

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Brand Activation:

2 - Major Events Coordinated

6 - Pro Bono Event Suppliers Secured

Influencer Black
Influencer Campaign:

600k - Combined Reach

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— Summary

The campaign focused on a deeper storytelling narrative to display the outcomes and impact of CARE Australia and position CAREgift Cards as the leading socially conscious gift for Christmas by displaying the outcomes and impact of CAREgift cards in a meaningful way, which ultimately lead to an increase in donor enquiries and overall donations.

Greenpoint Media worked to position CAREgift Cards as the leading socially conscious gift for Christmas by obtaining positive media coverage in the Daily Telegraph, news.com.au, Herald Sun and Courier Mail.

Utilising this successful exposure, we were able to secure pro bono relations that spread across marketing research, a handpainted mural placement in the heart of Melbourne (thanks Apparition Media!), and countless suppliers for the CAREgifts Christmas brunch influencer event, exceeding $5,000 in value.

Client: CARE Australia
Website: Care Org

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