Mother’s Day Classic 2022

Stamping Ground was proud to partner with the Mother’s Day Classic celebrating its 25th anniversary in 2022 and manage the national public relations campaign for the second year in a row. The event was held across 67 locations nationwide on Sunday May 8.

Stamping Ground devised a strategic PR and media plan to generate and raise awareness about the importance of breast cancer research and highlight the key statistics, as well as encouraging event registrations on the website mothersdayclassic.com.au.  Our role included generating incredible memories of brave breast cancer survivors and their families right around Australia and showcasing the inspiring fundraising efforts and stories of participants.

The intensive PR campaign achieved a potential cumulative audience reach in excess of 37 million people, and a total advertising value equivalency of just under $1.5 million. The 2022 Mother’s Day Classic accumulated 3,369 media mentions during the four-month campaign period across print, online, television, radio, magazine, influencer socials and podcasts.

The key focus points of the campaign were:

Key television highlights included: Postcards (Channel 9) catching up with a community ambassador in Geelong, and Channel 9 Adelaide’s Hello SA travel show meeting the local event host for Mt Gambier. Plus, 2 x 9News Adelaide 4:00pm news bulletin interviews with MDC ambassadors, 2 x 9News Melbourne 4:00pm bulletin stories, 9News QLD 6:00pm bulletin, 9News Perth What’s On Segment with Scherri-Lee Biggs, and WIN Gippsland 6:00pm bulletin and interview with two local event hosts.

Key metro print highlights included: Australian Women’s Weekly, New Idea, WHO magazine, SA Weekend Magazine (News Corp), Domain Review, Herald Sun, SA Weekend, The Courier Mail, The Mercury, WA Today, Sunday Life Magazine, The Advertiser and Gold Coast Bulletin.

Key radio highlights included: 3AW Great Australian Lives interview, 2GB Afternoons with Deb Knight, ABC Radio QLD Evenings, House of Wellness Program, 2CC Canberra Breakfast, Triple M (various regional locations), 6PR Weekend Breakfast, HIT Regional VIC, ABC WA, ABC Canberra Breakfast, HIT Hobart Breakfast, 4BC Drive, ABC Melbourne Weekend Breakfast.

Key national online highlights included: 4 x 9Honey interviews with MDC community ambassadors, WA Today, AFLW media with celebrity ambassador Sophie Conway and Female.com.au.  

Key national podcast highlights included: The national podcast Something to talk about with Samantha Armytage.

Key regional print highlights included: Front cover of Geelong Advertiser, Geelong Times, Central West Daily, Port Macquarie News, The Daily Mercury, Star Weekly, Parra News, Shepparton News, Ballarat Times and The Courier, Bendigo Advertiser and Weekly, Mackay News, Fraser Coast News, Newcastle Herald, Stawell Times News, The Bunyip, The Chronicle, Townsville Bulletin, Cairns Post, NT News, Horsham Weekly, Bellarine Times, The Kimberley Echo and Ararat Advertiser.

Stamping Ground planned and managed the official MDC media launch at The Langham Melbourne. Some 29 guests attended, including media personalities, media contacts, community ambassadors and celebrity ambassadors.

Key highlights included: 9News Melbourne 4:00pm and 6:00pm bulletins. News Corp Entertainment writer Fiona Byrne published photos from the event in the Sunday Herald Sun on Sunday April 3.

On event day, Stamping Ground had publicists on the ground at metro event locations facilitating and handling media requests and television live crosses.

Key event day highlights in Adelaide included: Weekend Today Show (live crosses), 7News, 9News, The Advertiser.

Key event day highlights in Sydney included: Sky News, Sunrise (live crosses x 4), Weekend Today Show, 7News, 9News, 10News, SBS World News, ABC News, Kyle and Jackie O (entertainment reporter).

Key event day highlights in Melbourne included: Weekend Today Show (live crosses x 4), Sunrise (live crosses x 3), 9News, 7News, The Project, Herald Sun.

Key event day highlights in Brisbane included: Weekend Today Show (live cross), Sunrise (live crosses x 3), 7News.

Key event day highlights in Hobart included: The Mercury, 7News, WIN News.

Key event day highlights in Perth included: 9News, 10News.

In 2022, the Mother’s Day Classic achieved a fundraising total of $1.5 million. This brings the grand total of donations to the Mother’s Day Classic Foundation’s over the past 25 years to fund life-saving breast cancer research to more than $41 million.