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MOST INNOVATIVE CAMPAIGN
The surge of the COVID-19 Omicron variant in January 2022 put extraordinary pressure on the health system. Mater healthcare staff across 11 Queensland hospital sites were asked to work longer hours and additional shifts. There was clear community sentiment and desire to thank frontline healthcare workers during this demanding period.
Mater Foundation
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Back Up The Frontline
High Commendation
Mater Foundation sought to deliver a new, innovative donor campaign to showcase the community’s appreciation and capitalise on the strong media attention. The campaign required a new collaboration with Youfoodz, a leading ready-made meal service. This digitally-led campaign asked Mater’s community of supporters to make a $50 tax deductible donation to thank a frontline health worker, which would be doubled in value to gift a $100 Youfoodz voucher. Health workers could select meals they wanted from the Youfoodz website, which were then delivered to their door – it gave them one less thing to worry about.
Mater Foundation’s agile approach to securing a new corporate partner, designing and implementing a digital campaign at pace, gifted more than 2,600 Mater frontline health workers with a $100 YouFoodz gift voucher to recognize their extraordinary contribution. 1203 individual donations were made across a fourweek period including 413 new donors and raising $130,017. It was clear demonstration of innovation and community leadership aligned with organisational values.
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