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THE RIDERLESS BIKE

The Challenge

The Captain’s Ride is a challenging charity cycling event for the Steve Waugh Foundation (SWF), raising funds for the 400,000 children throughout Australia affected by rare diseases. Sporting legend Steve Waugh AO would lead a group of 62 experienced riders on an enormous six-day 701km event from Mittagong to the peak of Mt Kosciuszko. The children he supports are unable to participate, so he challenged us to make them feel part of the ride by creating something inspiring and extraordinary with a creative PR and social campaign.

The Solution

The ‘Riderless Bike’ is a world-first self-propelled bike that would follow the peloton from the rear, representing the children the ride was raising funds for. We collaborated with a number of technology partners and creative designers to undertake the huge challenge of engineering the bike. We also had to navigate approvals from the RTA, NSW Police, local councils and insurers.

We created a dedicated web page (www.captainsride.com) for public donations, offering a first-person viewpoint of the ride from the Riderless Bike. People could sponsor the Riderless Bike for part of the route, and be notified as it passed through their section.

We used celebrities taking part in the ride to spruik media and get people on-board via their social followings, and our technology partner, Finch, to explain how the tech worked.

The Results

552 media clips, 90% contained an image of the ride
100% of stories contained our call to action
190M+ reach
Website traffic up 150% on previous year
Raised $1M for children with rare diseases

Categories

Not-for-profit
Fundraising campaigns
Integrated campaigns
Consumer marketing
Ambassadors
Innovative technology
Social media
Media relations
Influencer relations

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CAMP QUALITY: CHRISTMAS CRACK UPS

The Challenge

Camp Quality, Australia’s most trusted children’s cancer charity, relies heavily on public donations to support its work to help children affected by cancer and put a smile of their faces. It’s a highly competitive space at Christmas time and Red was briefed to create a cut-through campaign with potential for future years.

This needed to be delivered with zero media dollars, relying solely on the creativity of the idea amplified by social and PR within a six-week period and a very hard deadline of December to meet our goals.

CAMP QUALITY: CHRISTMAS CRACK UPS

The Solution

We knew the majority of Australians find traditional Christmas crackers boring and a waste of money, so we created Camp Quality’s first ever consumer product, Camp Quality Christmas Crack Ups, Christmas crackers that are truly funny!

We enlisted Australian comedian, Andrew Barnett whose young son underwent a two-year cancer journey, as the face of our campaign, supported by Mr Crack Up, a life-size Christmas Cracker that featured in a series of humorous social content films. To source more meaningful jokes we sought help from children living with cancer and asked well-known Aussie comedians to add to Andrew’s pool of funnies.

We then unleashed a six-week news, social media and influencer campaign leveraging all our assets to create the most effective campaign ever for Camp Quality.

The Results

64 broadcast stories featuring Andrew, his son and the Camp Quality kid
250+ media items (92% included the link to the crowdfunding page), 47million+ audience reach
$100,000 target exceeded two weeks ahead of deadline
In total $140,360 was raised (purely through earned with zero media dollars)
Provided up to 30 families access to essential cancer services
This was the most effective campaign Camp Quality has ever done!

Categories

Not-for-profit
Healthcare
Fundraising campaigns
Ambassadors
Influencer relations
Media relations

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Humanising The Bottom 100

The Challenge

International not-for-profit, The Fund for Peace (FFP), required a creative solution to raise awareness of the global refugee crisis and unrest that is dramatically increasing the number of people living in extreme poverty around the world. It was crucial that our campaign personalised the issue of global poverty to generate greater recognition and support for the FFP’s work from the public, government and private sector.

The Solution

We created The Bottom 100, a look at life at the other end of global top 100 ‘rich lists’, hosted at bottomhundred.org. Over two years we interviewed 100 of the world’s poorest people across 12 countries, five continents, covering 23 different nationalities and tens of ethnicities and languages.

We launched The Bottom 100 on World Refugee Day and transformed an unused space in Sydney’s Surry Hills into a real-life gallery where media, influencers, stakeholders and the public could see the faces and read the stories of those featured.

Through PR, social media, FFP channels and negotiated free advertising space, we celebrated as many of these individuals as we could. To do this, we selected hero stories for each channel and media outlet, allowing us to offer unique pitches.

The Results

110+ clips in first week across Tier 1 Australian media – 19M reach
Covered by global flagship media titles – 70M+ reach
Used global network to secure pro bono content film ad placement
Donated ad placements valued at $7.5M with a 7.3M reach
Significant traffic to Bottom 100 social channels
22,000 visits to website in first two days, 10% shared stories on social
Noticeable uptick in fundraising
Door-opener and ownable platform for the future

Categories

Not-for-profit
Integrated campaigns
Content creation and marketing
Stakeholder management
Social media
Media relations
Influencer relations
Event management

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