CHALLENGE: Kite Communications was engaged by Foodbank NSW & ACT to help combat the serious, but hidden, problem of food insecurity in Australia. Acting as a behind-the-scenes pantry to 566 frontline charities providing relief to the community, Foodbank has low visibility with the public. Kite was charged with raising awareness of the hunger issue, the good work of Foodbank and also the growing demand for breakfast staples.
STRATEGY: Kite worked with Foodbank to host a fundraising Big Breakfast in Sydney’s Martin Place in October 2014, to coincide with Anti-Poverty Week and the launch of the third annual Foodbank Hunger Report. Kite helped secure the attendance of NSW Premier Mike Baird as well as 30 school children and nutritionist Dr Joanna McMillan to offer media a range of interview opportunities. Kite also managed the social media channels for Foodbank, helping to pre-promote the event with content featuring Chris Bath. In the ACT, Kite worked with Foodbank to promote a fundraising event with a high-profile local restaurant.
IMPACT: Thanks to engaging social media content and almost 160 pieces of media coverage – including high-profile coverage across TV, radio and print including ABC, SBS, WIN, 2GB, Time Out Sydney, Good Food and the Daily Telegraph – the appeal managed to raise approximately $65,000.