BEST STRATEGIC PARTNERSHIP

Team

Paula Gething

Kirsty Simpson

Rosanna Wilson

Anglicare Victoria

FOX FM appeal

Sarah Baird

Sam Midmer

Julie Witte

Anglicare Victoria (AV) and media company Southern Cross Austereo (SCA) joined forces in October 2021 to raise funds for Christmas gifts for vulnerable kids who may ordinarily miss out. Tapping into Fox FM’s audience for the appeal, the “Doing it for the Kids” appeal generated unprecedented community interest for an AV appeal that was built around 101.9 the FOX’s ‘Fifi, Fev and Nick’ breakfast radio show and promoted across all FOX FM shows, from mid-November until Christmas Eve.

The campaign strategy was to raise funds to purchase toys for some of AV’s most vulnerable children. The call to action asked the Victorian community to dig deep for children who’d missed out during the two years of COVID-19 – giving them the chance to experience the joy of a Christmas. They also knew that some of their listeners, like them, had been in a place of privilege and wanted to support others. The design and collateral were created by SCA and AV incorporated these design components on their digital and social promotions. A $140k spend was budgeted which included cash and contra. A working group of AV fundraising staff and SCA team members worked collaboratively over the course of the campaign to deliver a truly successful appeal.