Getting our hands – and clothes – dirty for a great cause

Orange Sky



Riding shotgun with Orange Sky to raise awareness about homelessness in Australasia

Aruga rode shotgun with not-for-profit mobile laundry and shower service Orange Sky to promote The Sudsy Challenge in Australia and New Zealand and help people experiencing homelessness.

Aruga started with a media blitz, crafting targeted media releases: from data-led research to the novelty of wearing the same set of clothes for three days straight.

Aruga tapped into Orange Sky’s network of volunteers and participants to develop blog articles to promote the challenge and social media posts to encourage participation and spark a conversation about homelessness.

A steady stream of media coverage was achieved through always-on pitching, including leveraging a TODAY activation where hosts Karl Stefanovic and Allison Langdon wore the same clothes on-air for three days to gain additional coverage in major metropolitan, digital and print media.



media clips


audience reach


estimated advertising equivalent


participant registrations, exceeding the target of 3000


Media releases

producing media releases to promote The Sudsy Challenge in Australia and New Zealand

Blog articles and profiles

developed 11 human interest blog articles and profiles

Social media posts

creating bespoke social media posts for each blog article

Delve deeper into the strategy behind this work

See under the bonnet