Red Agency worked with the Royal Flying Doctor Service (RFDS) to create and launch the charity’s biggest and most innovative fundraising campaign to-date: ‘Buy the Sky’

Overview:

Buy the Sky is a national fundraising campaign, designed to raise cash and awareness of the critical services the RFDS provides. For $50 you can buy a virtual patch of sky along the RFDS flight routes, which can be personalised and results in the user being issued with a digital certificate showing their name in the sky and providing the patch co-ordinates. Information from that patch of sky from flights that cross it are provided digitally. All proceeds go toward ensuring the longevity of one of the country’s most-loved charity organisations as it invests in better equipment, aircraft and its staff.

Execution:

Red Agency developed a media programme that targeted print, online and broadcast that would maximise audience reach and raise funds. In order to amplify media and social media appeal, a celebrity spokesperson was identified who aligned with the campaign messaging of the necessity health services provided to the remote Australian Outback.

We secured National Geographic’s celebrity ‘Outback Wrangler’ Matt Wright, to travel to Sydney from the Northern Territories, where he was filming his new TV series, to represent RFDS as a media spokesperson for no fee. A media day was organised where Matt was briefed to spend the day speaking with multiple target publications. This was supported by a blogger outreach and social media influencer program.

Outcomes:

Red Agency secured interviews between campaign celebrity spokesperson, Matt Wright, and over 100 pieces of coverage, including:

  • Sunrise, Channel 7
  • Sky News
  • SBS
  • The Australian online
  • The Telegraph online
  • 6PR
  • 3AW
  • 2CC
  • mX
  • mUmBRELLA
  • Campaign Brief

The campaign is ongoing and has reached an audience of more than 37 million to date.

Consumer 4 - Buy the Sky