CHALLENGE: To drive 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 the more than 2.1 million people displaced.
STRATEGY: Firstly, we developed Australia for UNHCR’s WRD messaging, to ensure all internal/external conversations with media were aligned.
We then targeted and secured eight key media to attend the event, hosting them on the day and negotiating the inclusion of links to where Australians could donate to the Nigeria Crisis Appeal within all exposure.
At the event itself, we suggested the inclusion of Australia for UNHCR’s social handles be incorporated into host Sandra Sully’s speaking notes and on the event screens, to encourage attendees to organically drive others’ support as well.
We leveraged the event speakers’ profiles to encourage media interest, extending our outreach to sports media by offering interview opportunities with former cricketer/Australia for UNHCR Special Representative Ian Chappell and former refugee/footballer Awer Mabil, for example.
IMPACT: We secured more than 20 pieces of coverage including Fox Sports, The Australian Women’s Weekly, The Australian, The SMH, The Age, The Sunday Telegraph and Marie Claire, positioning Australia for UNHCR as the authority on WRD.
The event also spurred $155k in donations for global refugees, which was 65% over target.