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.
estimated advertising equivalent
participant registrations, exceeding the target of 3000
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
Always-on pitching kept Orange Sky and The Sudsy Challenge top-of-mind in the news cycle with stories promoting Orange Sky’s extensive community engagement to get people involved in The Sudsy Challenge.
Storytelling and profiling gave the campaign a vital human element that put a face to homelessness to encourage public participation.
A suite of strong visual assets helped illustrate the positive work Orange Sky achieves in the communities it services.