SCA Charities Program Raises $110 Million For The Smith Family And Beyond Blue
SCA Embrace, the company’s national charity initiative, has provided more than $110 million in-kind for its partner charities, The Smith Family and Beyond Blue, over a two and a half year period.
The charity program, which wrapped up its latest partnerships at the end of June, works in two-year cycles, with SCA providing in-kind advertising campaign support for its selected charities, while also encouraging its teams to get behind charity-based events and activities.
SCA extended its traditional two-year partnership by an additional six months due to the COVID-19 pandemic. The Smith Family and Beyond Blue received more than $110 million in in-kind radio and television advertising, along with digital, social, creative and research support.
SCA’s people were actively involved in content creation and promotional activations, including Triple M’s No Talk Day, which encourages men to talk about mental health, and coverage of the NRL and AFL Beyond Blue Cups.
Team members also volunteered at charitable events, including The Smith Family’s Annual Toy and Book Appeal nationwide, as well as providing work experience programs and participating in mental health sessions.
The charity partnerships saw SCA provide the organisations with a combined $111,560,040 of in-kind advertising and marketing support – a figure SCA CEO Grant Blackley said demonstrated SCA’s enduring commitment and the success of the program.
“We are enormously proud to have partnered with two exceptional charities Beyond Blue and The Smith Family for the past 2.5 years. The advertising support we provided enabled the delivery of key messages for both organisations along with important research development for the not-for-profit sector, and pleasingly, our people truly embraced the relationships through various experiences,” he said.
“Both charities have played an important role nationwide in recent times, particularly during the country’s bushfires, floods, and COVID-19, so to be able to use our media assets and expertise to deliver information and support on the importance of mental health and children’s education during this challenging period has been a privilege.”
Some of the most impactful connections between SCA and The Smith Family included students on the charity’s Learning for Lifeprogram gaining real-life access to the world of work to inspire their career pathways. The Smith Family and SCA also co-created the charity’s Breaking Poverty podcast, which examined the state of child poverty in Australia and how education breaks the cycle of disadvantage.
The Smith Family Acting CEO, Judy Barraclough, said the organisation was extremely grateful for SCA’s support.
“The Smith Family is committed to improving the long-term educational outcomes of young Australians living in disadvantage. And thanks to SCA’s donation of more than $55 million of in-kind advertising support across its radio, television, and digital networks, they have helped us increase awareness of child poverty in Australia and raise much-needed funds for young people in need,” she said.
“SCA’s tremendous generosity went beyond in-kind advertising support too. They also allowed us to work with their radio talent, creating pro-bono commercials, and provided numerous opportunities for on-air interviews, among other contributions.”
“Our vision is to create a better future for young Australians experiencing disadvantage, and thanks to SCA’s generous in-kind support, many more Australians understand how critical this work is – for young people today and for generations to come. It also meant our organisation could focus more resources on our core work – reaching more children in need with our life-changing educational support.”
Beyond Blue CEO, Georgie Harman, said the partnership with SCA had made a significant positive impact across Australia.
“We have been overwhelmed with the support we have received from SCA over the past two and a half years through the SCA Embrace program,” she said.
“The $55 million advertising support exceeded all expectations and has helped us massively amplify our mental health and suicide prevention services, campaigns and information to people and places. SCA’s support meant we could redirect expenditure into services to the community.”
“When we commenced our partnership in 2019, we didn’t realise then what would lie ahead and how much our collective mental health and wellbeing would be challenged. We have partnered through drought, bushfires, floods, and a global pandemic, and through our partnership we have been able to respond in a timely and targeted way to meet community need.”
“We also saw firsthand SCA’s own commitment to the mental health of their community with the creation of Triple M’s No Talk Day, a day dedicated to supporting men’s mental health. Our research has shown a marked increase in SCA listeners’ awareness of Beyond Blue, how we can support them, and the likelihood of them using or recommending our services over the past two years. We know that this partnership has made a significant difference in the lives of people in Australia, and we can’t thank SCA enough for embracing Beyond Blue and supporting the community during this time.”
SCA will announce its 2022 charity partnerships later this year.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.