Buy From The Bush
Grace Brennan launched the hashtag #BuyFromTheBush on October 16, 2019, to encourage Australians in cities to support rural businesses facing drought. Within weeks, it gained 80,000 Instagram followers, breathing new life into struggling businesses and showcasing the resilience of the bush.
Passionate about storytelling, community-driven change, and showcasing the talent and ingenuity of the bush, Grace and the BFTB team have since achieved remarkable impact for rural creators, makers, and small businesses. In 2020, they launched an online marketplace, providing a vital channel to market, and have delivered sell-out pop-ups in Sydney, such as Martin Place and the MCA lawn, connecting rural makers with city dwellers in an effort to help recover income loss to floods.
The Big Break, a social media pitch-fest for bush businesses, spotlighted rural innovation, with winners including a youth mental health app, an online mothers’ group, and a retail store/cafe in a tiny town. It reached 2 million people, attracted 4,000 votes, awarded $60,000 in prizes, and emphasised the ingenuity of bush entrepreneurs. In 2022, BFTB released an Impact Report, showcasing how digital tools and social impact initiatives can create lasting change in rural Australia.
RPR&Co. are delighted to have supported BFTB over the past five years, securing media coverage, facilitating interviews, managing media relationships, and coordinating press opportunities. BFTB’s impact has contributed to shifting perceptions of regional Australia, showcasing the beautiful products and creativity of bush businesses, and connecting them with a broader audience.
Beneath the Brim: Sarah Wheeler
RPR&Co. partnered with Sarah Wheeler and The Pancare Foundation to amplify her deeply personal mission: a 5500-kilometre trek across Australia with her beloved horses. Inspired by her late mother, Terri, who passed away from a rare upper gastrointestinal cancer, Sarah’s journey is both a personal healing endeavour and a campaign to raise awareness and funds for cancer research.
We worked closely with Sarah and Pancare, a national charity that raises awareness, supports families and funds research for upper gastrointestinal (GI) cancers, to deliver a successful campaign that resulted in substantial funds being raised.
Rockhampton’s Beef Week: The Coachella of Cows THE COACHELLA OF COWS
RPR&Co. and Galah teamed up to create Faces of Beef, a playful social media campaign and content series that captured the vibrant spirit of Rockhampton Beef Week. The world-renowned triennial symposium is the biggest event of its kind in the southern hemisphere that promotes, advances, and celebrates the $23 billion beef industry.
Delivered within a two-week timeframe, the campaign told the stories of the different faces of those attending Beef, from billionaire cattle barons and multi-generational family producers, to scientists, schoolkids, chefs, pollies and all the colourful characters in between. RPR’s Account Director Ella (who gave up beef for two months in preparation of the big dance. (see more here) employed her journalism skills to act as our intrepid ‘Galah on the Ground,’ engaging audiences with her quirky, off-the-beaten-track interviews. From the blow-ins on M’Eat Street to the bar flies at the Cattleman’s, from sampling steak sangas to hunting down the who’s who of the industry, she spent the week finding out what makes the industry tick. Backed by Nutrien Ag Solutions as a paid sponsor, the initiative used creative storytelling to craft meaningful and highly shareable content across multiple platforms.
