News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
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.”
Please login with linkedin to comment
AIME Hoodie Day Fox Sports News Corp News Corp Australia SotryfulLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.