The Objective

Volunteering Australia enlisted MediaCast to deliver a campaign for the seventh year in a row. This year’s messaging centred around how essential volunteers are to Australia’s crisis resilience, and how together, through volunteering, communities are stronger in time of need.

The campaign was designed to say thank you and encourage Aussies to celebrate the amazing work volunteers across the country have done in response to disasters. The campaign highlighted the power of volunteering to bring people together, build communities and create a better society for everyone. 

The Campaign

With flooding, fires and the ongoing impacts of the pandemic, Volunteering Australia wanted to highlight the volunteers who have been supporting the country during crisis and emergencies and how vital their work has been over the last year.

The theme this year was Better Together, where through volunteering, communities are changing for the better, especially when disasters hit, and communities need help responding and recovering.

The campaign encouraged Australians to ‘wave your appreciation’ and share a photo of themselves waving their hand of thanks using the hashtags #WaveForVolunteers and #NVW2022.

Outcomes

Overall, MediaCast secured a total number of 806 media items with an estimated reach of over 37.5 million people, making this our most successful campaign to date.

We were delighted to be working with all Volunteering Australia state-based organisations and a variety of charities and state agencies who put forward some amazing and diverse volunteers for media interviews. 

This coverage included 29 print and digital articles, 734 radio items, 4 social media posts and 39 TV pieces.

Key highlights included features with ABC News Breakfast, Today Extra, Sky News, Nine News Sydney, Seven News Queensland, Seven News Melbourne, WIN News, Herald Sun, Daily Telegraph, The Examiner, Courier Mail, National Radio News, SBS Network and ABC Radio Sydney.