When Blue Planet PR was appointed as its PR agency, World Bicycle Relief Australia had only been operational for six months. The not-for-profit assists communities and entrepreneurs in Sub-Saharan Africa to reach their full potential and improve the quality of life for their families by providing sturdy, all-terrain Buffalo Bicycles.
Raise awareness of World Bicycle Relief Australia and drive donations.
When developing a strategy to meet the brief for World Bicycle Relief Australia, Blue Planet had to take into consideration the challenge that while it is a wonderful cause, it was benefiting communities outside Australia. In a finite media environment, preference is usually given to giving a voice to not-for-profits that benefit communities domestically.
Blue Planet addressed this challenge by aiming to ‘bring World Bicycle Relief home’ to connect with Australians and Australian communities. An integrated approach of local celebrity endorsement such as I Quit Sugar’s Sarah Wilson, local fundraising events, and social media content creation was key to achieving the appeal needed to attract widespread publicity.
In just 12 months, media coverage with a reach exceeding 13 million people was generated.
The fundraising events that Blue Planet supported helped the Australian office raise hundreds of thousands of dollars.