This massive PR campaign was simply designed to dominate media exposure for The Salvation Army’s huge annual fundraiser. The model Media Key has created provides multi-layers of media exposure and phenomenal value.

The coverage generated was independently analysed by MediaScape (Australia’s biggest independent media valuation service) as worth $15.6 million. The television coverage alone was worth $12.7 million.

Highlights included:

50 television interviews and news pieces about the launch of the Red Shield Appeal took place.

TV coverage included the following shows:

  •   ABC News Breakfast
  •   Channel 9’s Today Show
  •   Channel Ten’s Breakfast
  •   The Project on Channel Ten
  •   Sky News
  •   Channel Ten’s Evening News
  •   Sunrise on Channel 7
  •   Channel 7 Early Morning News
  •   Sky Business News
  •   ABC Midday News
  •   ABC News 24
  •   Channel 7 Afternoon News
  •   Afternoon Live on News 24
  •   ABC TV’s Lateline
  •   SBS World News
  •   Ten News, Sydney and Melbourne
  •   ABC Sydney – syndicated around the ABC Network
  •   Channel 7 Melbourne
  •   Channel 10 Melbourne
  •   Channel 9 Melbourne
  •   Triple M, Melbourne
  •   Channel 10 Brisbane
  •   Channel 7 Brisbane
  •   Channel 10 Adelaide
  •   Channel 9 Adelaide
  •   Channel 7 Adelaide
  •   Channel 10 Perth
  •   Channel 9 Perth
  •   WIN Hobart
  •   Southern Cross Launceston
  •   ABC Darwin
  •   Southern Cross Canberra
  •   WIN TV Canberra
  •   NBN Newcastle
  •   Prime Orange
  •   Prime Tamworth
  •   Prime Wagga
  •   Win Orange
  •   Win Wagga
  •   Win Wollongong
  •   WIN Canberra
  •   Prime Ballarat
  •   WIN Ballarat
  •   Win Mildura – later today
  •   WIN Traralgon via Mildura
  •   WIN Maroochydore via Rockhampton
  •   Southern Cross Tasmania
  •   WIN Tasmania
  •   WIN Griffith
  •   WIN Hervey Bay

Many TV programs mentioned the Appeal thanks to Media Key’s work. These included the following:

  •   Today Tonight, national – Channel 7
  •   Today Show, national – Channel 9
  •   Weekend Today Show, national on Channel 9
  •   The Circle, national on Channel 10
  •   Breakfast, national on Channel 10
  •   Sunrise, national on Channel 7
  •   The Morning Show, national on Channel 7
  •   The Project, national on Channel 10
  •   Channel 10 News (Melbourne)
  •   Australia’s Funniest Home Videos, national on Channel 9
  •   News Breakfast, national on ABC TV
  •   A Current Affair, national on Channel 9
  •   Better Homes and Gardens, national on Channel 7
  •   The Possum Club, Prime TV
  •   Saturday Disney, national on Channel 7
  •   Toasted TV, national on Channel 11
  •   Getaway – national on Channel 9
  •   AFL Game Day – Channel 7
  •   Sunday Footy Show – Channel 9
  •   Landline – ABC Channel 2
  •   Rugby Club – Channel 9
  •   Sunday Footy Show – Channel 9
  •   Footy Classified – AFL
  •   Footy Classified – NRL
  •   The Game Plan – AFL
  •   The Game Plan – NRL
Media launches in Sydney, Melbourne, Canberra, Adelaide, Launceston, Brisbane and Darwin took place as part of the campaign.

Leader Newspapers in Melbourne and Cumberland Newspapers in Sydney substantially supported The Red Shield Appeal.

Many major papers covered the Appeal including:

  •   The Daily Telegraph, Sydney
  •   Sydney Morning Herald
  •   The Herald Sun, Melbourne
  •   Canberra Times
  •   The West Australian – ran a front page piece
  •   The Mercury, Hobart
  •   The Adelaide Advertiser
  •   Northern Territory News, Darwin
Media Key generated 15 metropolitan and national feature radio interviews – covering all cities of Australia and over 80 radio interviews covering all states and territories.

We also generated 200 separate newspaper photo shoots for the campaign…a massive exercise and coordinated all the shoots.