On Sunday, May 14, an estimated total of 65,000 people across Australia donned pink to turn out for the nation’s biggest fun run and walk for breast cancer research, the annual Mothers Day Classic. 

This was the third year Stamping Ground managed the national PR campaign for the event, to raise awareness for breast cancer research, drive participant registrations, tell real-life personal survivor stories, and highlight breast cancer statistics in Australia. Our four-month campaign also focused on raising awareness for the MDC’s fundraising achievements and demonstrating the research projects it supports. 

With over 70 locations hosting events nationwide and an online offering as well, the staging of the 2023 Mother’s Day Classic returned to pre-COVID levels. 

The 2023 Mother’s Day Classic PR campaign achieved 3,557 pieces of media coverage with a potential cumulative audience reach in excess of 44 million people. We are proud and honoured to have had the opportunity to shine another light on this incredible event and important cause to raise funds and awareness for breast cancer research. 

This was all achieved through telling the stories of the MDC’s 60-plus community ambassadors, engaging celebrity ambassadors with a personal connection to the cause, developing media angles for television, print, radio and online in major, metro and regional areas, the distribution of media alerts and releases, and working closely with MDC’s Partners on amplifying their stories and involvement. 

On the event day Stamping Ground was on the ground at three key locations – Melbourne, Sydney and Adelaide – to manage and facilitate live media opportunities, including six Weekend Today Show crosses, TV news and metro radio crosses. 

Key television highlights included: 9News Sydney, 9News Melbourne, 9News Gold Coast, 9News Brisbane, 9News Adelaide, 9News Perth, 9News Canberra,  WIN TV News across the country, Today Show, Weekend Today Show, Nine’s Postcards, 7News Sydney, 7News Brisbane, 7News Melbourne, 7News Adelaide, 7News Perth, 10News First (National), 10News Brisbane, 10News Adelaide, ABC TV News National and Seven’s House of Wellness TV.  

Key print highlights included: National News Corp publications such as Herald Sun, Stellar Magazine, V Weekend, The Advertiser, The Courier-Mail, NT Times, Gold Coast Bulletin, The Mercury, Cairns Post, Geelong Advertiser, Shepparton News, Bendigo Advertiser and Ballarat Times. Plus online outlets for 9Honey, Herald Sun, Daily Telegraph and The Senior. 

Key radio highlights were on House of Wellness Radio, Nova Melbourne, 3AW, 2GB, 4GB, 6PR, 5AA, Smooth FM, ABC (all metro and regional stations) and various Triple M/Hit regional stations. 

Fundraising remains open until June 30, 2023. The final donation tally to the National Breast Cancer Foundation will be announced in October, adding to the figure of over $41.5 million that has been donated since the Mother’s Day Classic began in 1998.