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.”
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]