The most unfashionable day of the year

Aruga helps Brisbane dress down to step up for Brisbane Youth Service’s Daggy Jumper Day

Aruga put its most unfashionable foot forward to champion Brisbane Youth Service’s Daggy Jumper Day 2024, highlighting youth homelessness during the annual Homelessness Week.

Through a dynamic blend of media relations, content creation, paid social strategy and influencer engagement, Aruga crafted a campaign that connected deeply with the community.

Aruga secured a standout photo story with The Courier-Mail and interviews for Brisbane Youth Service CEO Pam Barker on B105 and Triple M, encouraging everyone to don their daggiest attire and raise vital funds for the service.

Aruga also designed an attention-grabbing registration pack and assisted to coordinate a photo shoot to create long-lasting visual assets for future campaigns. The result? A highly visible, heart-warming effort that raised crucial funds for Brisbane’s most vulnerable youth during Homelessness Week.

Results

15

media clips

2.3M

potential audience reach

1

influencer engaged

Deliverables

Media Strategy

Creating and executing a campaign strategy for Brisbane Youth Service’s Daggy Jumper Day including media relations, paid social and influencer marketing.

Media Relations

Developing and pitching a targeted editorial pitch plan spanning long and short-lead angles, including case study features, event listings and interview opportunities. 

Influencer and VIPs

Developing and delivering paid social and contract influencer strategy.

Copywriting

Creating Daggy Jumper Day registration copy aligning with Brisbane Youth Service’s brand voice.

Graphic Design

Designed a registration package to be distributed from the Brisbane Youth Service website.

Winning tactics

Aruga flexed its graphic design and copywriting skills to create an informative registration package unique to Brisbane Youth Service’s brand voice that can be repackaged and recycled in the future.

Aruga unearthed new story angles with a fresh approach to distinguish 2024 Daggy Jumper Day from previous years, gaining stellar editorial wins including a photo story with The Courier-Mail and multiple radio interviews.