Radio, Commercial Partnerships
Radio stations can help facilitate community, rallying behind causes and situations that need community support. Power FM in the Hunter Valley NSW had the opportunity to do exactly that when local teachers brought it to the station's attention that kids were turning up to school without having eaten breakfast. Why? Because local mining lay-offs meant many families were doing it tough.
I worked with the Power FM team to create and manage a school breakfast program, inviting brands like Coles and IGA to participate as commercial partners in exchange for cross-channel promotions. The sponsors would provide food and prizes, whilst the radio station would facilitate and provide the entertainment.
This year long promotion built both brand and community throughout the Hunter Valley, winning best station promotion for Australia's Commercial Radio Awards 2015. It brought together commercial and community goals, increased community engagement and fed hundreds of kids.