OBJECTIVE

RPR&Co. came on board to launch and promote Sarah Wheeler’s fundraising ride across Australia. Our role was to bring Sarah’s story to life, engage a national audience, and secure vital support and funds for her cause.

HOW

We did this by first creating a new website to centralise her efforts, and followed by delivering a strategic media PR campaign focusing on magazines, on TV, radio and podcasts that could sympathetically tell her story.

Leveraging our extensive media contacts, we secured national media coverage to amplify Sarah’s mission and inspire donations. This was done by interviewing Sarah and ideating various story angles, before coming up with tailored pitches to various outlets and mediums.

To help Sarah reach her fundraising goals, our team also facilitated partnerships with relevant brands to support her ride and enhance fundraising efforts. Partnering with brands and securing sponsorship allowed Sarah’s story to be more widely shared with various audiences.

While fundraising and awareness were the key objectives of the campaign, we also worked to drive engagement on Sarah’s digital platforms to foster a connected, supportive community. It was important to provide a sense of community, care and compassion given the nature of the campaign.

OUTCOMES

→ Working closely with Sarah and Pancare, we successfully launched a new dedicated website to serve as the central hub for Sarah’s journey and fundraising efforts. It required a mix of sensitively shaping her moving, personal story, with the broader vision to raise money and awareness.

→ With open lines of communication between our team, Sarah, and Pancare, we were able to identify and pitch various story angles and ideas to secure national media coverage. Prominent features included New Idea, ABC News, The Land, Graziher (cover and lead story) Australian Women’s Weekly, and Ten News. The power of successful media placement and coverage is exemplified by a $40,000 donation resulting from a single Landline story.

→ RPR& Co. delivered multiple brand partnerships for Sarah and her mission. We collaborated with RB Sellars, Drizabone, and Rossi Boots, providing financial and material support to sustain Sarah’s trek.

→ The key outcomes of the campaign was to fundraise, and the impact of our media, PR, and brand partnerships resulted in substantial donations. These funds will help contribute to cancer research, while honouring Sarah’s mother’s legacy.