SA Giving Week

SA Giving Week was a first-of-its-kind initiative designed to inspire a stronger culture of giving across South Australia, bringing together individuals, businesses and charities in a shared, statewide week of generosity.

While South Australians are widely recognised for their generosity, participation in giving lags behind the national average, highlighting a clear opportunity to mobilise more people to contribute. At the same time, the state’s not-for-profit sector plays a significant role in the economy and community wellbeing, yet demand for support continues to grow while budgets are tight.

This campaign launched at a critical moment – amid one of the largest intergenerational transfers of wealth in South Australia’s history, presenting a unique opportunity to reshape philanthropy and unlock greater support for local communities.

As an entirely new initiative with no existing audience, SA Giving Week needed to rapidly build awareness, establish credibility and inspire action, positioning itself as a trusted, unifying platform for giving across the state, supported by philanthropy and community leaders.

We delivered a fully integrated campaign combining publicity, social media, digital advertising and out-of-home advertising to maximise reach, credibility and engagement.

At the heart of the campaign was storytelling – bringing the real impact of giving to life and making it relatable, visible and achievable for everyday South Australians.

Key elements included:

• Strategic PR campaign to secure earned media across metro, regional and interstate outlets
• Development of ‘impact of giving’ stories across video, social and web content
• Paid and organic social media strategy across Facebook, Instagram and LinkedIn
• Meta advertising campaign to drive traffic, awareness and participation
• Pro-bono out-of-home advertising to extend visibility across Adelaide
• Supporter and partner content amplification via e-news and owned channels
• Consistent campaign branding and messaging to unify all touchpoints

The campaign successfully launched SA Giving Week as a recognised and credible statewide initiative, achieving awareness, driving engagement and beginning to build a lasting culture of giving across South Australia.

Through compelling mix of storytelling and strategic channels, the campaign connected with audiences on both a practical and emotional level, showing not just why giving matters but how every contribution can make a difference.

Significant earned media coverage, high performing social content and cost-effective digital results highlight both the scale and impact of the campaign, laying a strong foundation for future growth.

Key results:

• 18.2 million people reached through publicity
• 54 media mentions across print, radio, online and TV
• $80,000+ in donated outdoor advertising, including six digital billboards and 28 retail centre screens
• 300,000+ Facebook views and 106,000+ people reached
• 260,000+ Instagram views and 80,000+ people reached
• Nearly 23,000 LinkedIn impressions
• 370,000 ad impressions driving 4175 website visits through Meta advertising campaign – surpassing not-for-profit industry benchmarks