Ryan Fowler, founder of Rio’s Legacy, embarked on an extraordinary journey—running from Brisbane to Sydney—to shine a light on the challenges faced by families with terminally ill children. His mission was not just to raise awareness but to drive critical fundraising efforts for the construction of a new children’s hospice in Western Sydney. Our challenge was to amplify his message, ensuring it resonated with a wide audience while securing meaningful support from potential partners and stakeholders.
To generate mass awareness and drive engagement, we executed a comprehensive PR and social media strategy. Our goal was to build Rio’s Legacy’s profile, fostering conversations that would inspire action and long-term support.
We implemented a three-pronged approach:
Media Relations: We secured major metro and national media coverage leading up to Ryan’s run and intensified efforts on his final challenge day. Throughout his journey from Brisbane to Sydney, we maintained momentum with ongoing outreach to local media, ensuring sustained visibility.
Social Media: To create an emotional connection, we produced three powerful hero videos, alongside a steady stream of engaging content. This included fundraising updates and messages of support—most notably from the GWS Giants AFL team, helping to rally public backing.
Stakeholder Engagement: We developed a dedicated partner toolkit and facilitated connections between Rio’s Legacy and organizations committed to supporting children with life-limiting illnesses.
Through this integrated approach, we successfully amplified Rio’s Legacy’s mission, inspiring both public and corporate support to bring Australia’s fourth children’s hospice one step closer to reality.
Total audience reach of 29 million
156 pieces of coverage
100% of coverage included a brand mention
95% overall key message inclusion
Raised $75,000 in community fundraising
Introduced 3x major partners to Rio’s Legacy – resulting in a commitment of $3 million in funding from 1x major donor.
Take the next step and reach out today.
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HAVAS Red
