Portfolio Review

Magic Ride raises funds to support grieving children

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Feel the Magic is an Australian not for profit organisation whose purpose is to create a world where children who are experiencing grief are supported to reach their full potential. Feel the Magic runs Australia’s largest and leading grief education and support program, Camp Magic®, a safe place for grieving kids to grow. 

The Objective
Feel The Magic enlisted MediaCast to develop an All Four media campaign centered around raising awareness and driving fundraising. The campaign was for their inaugural four-day charity bike ride known as the ‘Magic Ride’ which raises funds for ‘Camp Magic’. The campaign aimed to raise funds to send 60 bereaved children to a Camp Magic program in 2021. The fundraising component and messaging encouraged Australians to help by ‘donating their lunch money’.
 
The Campaign
The campaign messaging begun by focusing on the start of the four-day ‘Magic Ride’ and spread awareness about the ride across national and local media. The creative was developed to communicate the number of Australian children affected by bereavement and the impacts this can have on their emotional growth and development. In addition to this, the messaging discussed the benefits of Camp Magic and how it provides an opportunity for grieving children to connect with others. We had excellent case studies and talent to utilise for this campaign which really brought the messaging to life.
 
The Outcomes
MediaCast secured an exceptional 387 items of coverage and reached an estimated 9.5 million Australians as part of this activity. The campaign was incredibly successful and contributed to the $117,632 which was raised for Camp Magic, completely smashing the $90,000 fundraising goal. We were delighted to secure a segment on The Morning Show that featured Feel The Magic’s founders, James and Kristy Thomas. Not only this but we also achieved print coverage across the Western Weekender, Canberra Times and Canberra’s regional TV network Prime 7.