Brisbane Festival
Isolation’s more fun when you do it together
The Little Red Company
Arts
Charity
Community
Supporting Australia's creatives in a time of crisis
For Aruga, arts and culture is a reason, not a season.
When COVID-19 forced the closure of live performance venues, almost 40% of Aruga’s clients were brought to their knees. Fearing our artistic community could fall through the cracks, we knew we had to help.
Within 48 hours of national venue closures, we partnered with foundation client The Little Red Company to help launch The IsoLate Late Show (TILLS): a weekly variety show bringing the cream of Australia’s musical talent into locked-down living rooms via Facebook Live every Friday night.
Recognising the essentialness of keeping our ‘nonessential workers’ visible, Aruga pledged 300 hours of pro bono support to keep TILLS in the national media spotlight. In doing so, we helped raise $110,000 for the Actors’ and Entertainers’ Benevolent Fund (QLD).
Results
$110,000
raised for the Actors' and Entertainers' Benevolent Fund (QLD)
300,000+
unique audience members across 10 weeks
60,000
engaged Facebook users
600,000
minutes of TILLS viewed to date
54
media clips reaching an estimated audience of 541,000
Mumbrella Award
nomination for Pro Bono Campaign of the Year
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Positioning each episode of TILLS as an event, leveraging the popularity of the show’s host, Naomi Price.
Tapping into Aruga’s rich client base of major arts organisations for cross-promotional activity.
Giving the online Facebook show a permanent home via a dedicated website and dedicated social media channels.
What The Little Red Company had to say
“COVID-19 delivered a devastating blow to our industry but, true to form, Aruga proved an invaluable ally and advocate for the artistic community. Aruga immediately mobilised to help deliver something truly impressive, keeping the spotlight firmly on the arts and Australia's creative workforce in a time of crisis.”
