Supporting our Mates in the bush

Rural Aid




Raising awareness and money for Aussie farmers and regional communities doing it tough

Mates Day is Rural Aid’s largest annual giving day and in 2022, Aruga wanted to show our mates in the bush we were there for them.

So, we brought together Rural Aid and rising indie pop star Jem Cassar-Daley, daughter of Australian country music legend Troy Cassar-Daley, to release an original version of Carole King’s iconic anthem, You’ve Got a Friend.

The powerful anthem helped shine a spotlight on farmers and rural communities doing it tough and encouraged Aussies to donate to a great cause: providing water and food deliveries and financial and counselling support.

Bringing together media relations, content creation and influencer engagement over eight weeks, the result, reach and impact of this campaign cements it as one of Aruga’s favourites. Find it on Spotify.

This campaign was delivered in partnership with Ripe Solutions

Campaign results


Total editorial clips


Potential media audience reach


Estimated advertising value from PR coverage


Spotify streams


Curated Spotify playlist adds on release


Influencers engaged


Potential influencer audience reach


Positive campaign sentiment


Creative Concept

Brought together Rural Aid and Jem Cassar-Daley to record a version of Carole King’s You’ve Got a Friend including end-to-end artist and track management and development of an accompanying music video and social assets.

Influencer Engagement

Engaged 11 influencers to post about Rural Aid’s Mates Day on Wednesday 23 November, reaching a potential combined audience of 700,000+ Aussies.


Researched and developed high-quality media materials to support editorial pitching, including a campaign media release, backgrounder, farmer profiles and staff bios.

Winning tactics

Thumbs Up

Engaging Jem Cassar-Daley to record a new version of You’ve Got A Friend for Mates Day 2022, which resulted in high-quality general news coverage (ABC News Breakfast, The Sunday Mail, TODAY Show) and inclusion in ABC Radio’s national playlist for broadcast across the country the week of Mates Day.

Peace Sign

Producing and distributing a Radio Release to stations and newsrooms across the country, with mass pick-up giving radio the highest volume of coverage for this campaign with 394 clips (including syndications), reaching a potential audience of 1.18M.


Management and delivery of a campaign photoshoot and behind-the-scenes music video shoot to create glorious content for distribution to media.

Campaign Highlights

Jem’s single was played across all ABC radio stations and programs nationally for the week of Mates Day (21 – 27 Nov).
Aruga travelled to a cattle farm in Boonah to host the TODAY Show crew for a morning of weather crosses, giving audiences a taste of life on the farm and encouraging them to donate.
Aruga engaged 11 influencers including Lisa Wilkinson, to spread the word about the important cause and encourage their followers to donate.
Editorial coverage including an exclusive with The Sunday Mail announcing Jem Cassar-Daley's single.