News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media.
Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing and creative services team, and Storyful’s creative strategy team.
The campaign shares the message ‘Fly with Us’, calling on Australians to ‘be a part of the rebellious mentoring revolution’ by wearing ‘the greatest hoodie on earth’ as ‘this hoodie changes lives’.
Storyful is supporting 2018 AIME Hoodie Day with a 30-second ad combining user-generated content, produced video and a curated live social feed promoting #HoodieDay2018.
The ad will be broadcast as a community service announcement on Foxtel’s channels during NAIDOC week, and a 15-second ad will be shared via social through AIME, News Corp, Fox Sports, and Storyful.
News Corp Australia’s support of National Hoodie Day includes extensive print and digital advertising across metropolitan and regional newspapers and websites nationally, and a social media and PR campaign encouraging media personalities to wear a hoodie on-air and spread the AIME message.
Hollis will promote the campaign on Fox League programs Queenslanders Only and League Life, and former Australian rugby union player turned commentator Drew Mitchell will wear a hoodie during Fox Sports’ Super Rugby coverage.
News.com.au editor-at-large Joe Hildebrand will wear a hoodie when appearing on Studio 10 and Sky News anchor Laura Jayes will interview AIME talent.
Launched in 2010, Hoodie Day is the main annual fundraising initiative supporting the mission of AIME to bridge the educational gap for Indigenous kids between high school and university.
AIME deputy CEO Ben Abbatangelo said: “The partnership with News Corp Australia has done more than create conversation and awareness; it’s moved mindsets and shifted behaviours that are sure to make this country a more unified home for all.
“If we collectively go hard and fast over the next few years, with this partnership as the centre piece, we’ll be destined to find ourselves looking into the horizon, with educational inequality for Indigenous kids somewhat behind us. And that’s something we can all be proud of.
“AIME is a rebel with a cause and the cause is mentoring. AIME mobilises university students to throw their hand back and mentor disadvantaged high school kids out of inequality.
“The kids are given the opportunity to rise up by using their struggle as their strength with the support of their university mentors, who are on their way to being the future leaders and power holders of this country.
News Corp Australia community ambassador and chair of the publisher’s Reconciliation Working Group, Penny Fowler, said: “Our partnership with AIME and the important work they do aligns with our commitment to tell stories to inform, advocate and inspire to help build a better Australia.
“We are proud of our partnership with AIME and our role in supporting the important work they do to ensure Indigenous students finish school at the same rate as their fellow Australians.
“Our News in the Community program makes a difference through our programs and partnerships contributing to building a better Australia.”
David Kilbey, executive director of sales for the Asia-Pacific region at Storyful, said: “AIME’s mantra, that the hoodie is a symbol of people coming together for change, a reminder that for every step you take forward in life, you throw your hand back and bring someone with you, is something that resonates with everyone working at Storyful.
“We are honoured to be supporting community efforts for Aboriginal and Torres Strait Islander Australians whilst working on AIME’s 2018 Hoodie Day Campaign.
“What better way to ask a community to engage and participate in something you believe in than by using the very content being generated around the campaign. We feel strongly that Storyful’s support in that regard will be a powerful addition to the 2018 campaign.”