Since 2004 OzHarvest has rescued good, unused food and redistributed it to the vulnerable in New South Wales and the ACT. In May 2011 the charity brought the much-needed service to South Australia – and communikate et al was on board to spread the word.
communikate et al not only built awareness of OzHarvest and its activities among the community, its services were also highlighted to the restaurant and food industry to attract both food and financial sponsors. Another goal set and achieved was to raise awareness among not-for-profit organisations that could also benefit from OzHarvest’s activities in SA.
Set in the iconic Central Market – where food is collected for OzHarvest – the launch event featured OzHarvest ambassadors Maggie Beer and Keith Conlon and the organisation’s founder, Ronni Kahn. To generate hype around the launch, the publicity campaign included inviting key media to the launch event, arranging interviews with key spokespeople and working closely with OzHarvest and the local media to negotiate various story angles in order to limit media saturation and ensure the environmental and social benefits of food rescue were highlighted.
The end result was an outstanding 22 stories which appeared across 18 print, radio, television and online media outlets – and a happy client to boot!
Since its launch, OzHarvest has continued to thrive in SA with the number of participating restaurants and food industry groups growing every week.