CHALLENGE: We were tasked with driving media attendance and coverage for Australia for UNHCR’s World Refugee Day (WRD) breakfast, with the ultimate objective being to inspire donations towards its Nigeria Crisis Appeal – supporting more than 2.1 million displaced people.
STRATEGY: We targeted top-tier media outlets, hosting journalists at the event and negotiating the inclusion of direct links to donate within all coverage. We leveraged event speakers’ profiles to target niche media, offering interviews to sports media with former cricketer/Australia for UNHCR Special Representative Ian Chappell and former refugee/footballer Awer Mabil.
IMPACT: We secured more than 20 pieces of coverage in high-reach media across national titles. The event spurred $155,000 in donations for global refugees, which was 65% over target.