There’s no doubt that COVID 19 has had an impact on many industries including our own.
But if there is a ray of light out of all this it has been the innovation from many organisations as they adjust to survive in the current environment.
One excellent example of this is our collaboration with our client Camp Quality a wonderful charity that gives kids facing cancer the chance to be kids again.
Unable to implement their usual fundraising events due to COVID 19 restrictions, Camp Quality needed a viable alternative to raise funds for their services and programs including their kids camps and family fun days. Due to COVID over 7,000 kids are waiting for the fun and safety of a Camp Quality program
Together we conceived of a national campaign that enabled Camp Quality to fundraise and raise awareness within the confines of COVID restrictions but also to create a signature annual campaign that has longevity and relevance post COVID.
The inaugural Camp in for Camp Quality, supported by Aldi, invited families across Australia to pitch a tent in the living room, backyard or anywhere at home and ‘camp in’ on July 4 to raise $250,000 for kids facing cancer.
No camp is complete without a s’more so partner Arnotts also offered $100 for each s’more posted on social media with #campqualitycampin and #baketogether
A comprehensive marketing campaign was implemented to raise awareness and drive sign ups Including EDMs to Camp Quality’s loyal and engaged database, digital and social advertising, a month long CSA radio campaign on the ARN and Macquarie networks, social media, in-store and external collateral at Aldi stores nationally and PR and influencer marketing.
Camp in for Camp Quality was resounding success raising $364,000, which was $100,000 over target, whilst generating over 40 pieces of media coverage across print, online and broadcast media with a potential readership/reach of 18.9 million.