Mother’s Day Classic 2021

Stamping Ground was engaged to develop and execute the national PR and Communications plan for the iconic Mother’s Day Classic fun run/walk.

In 2021, with the fundraiser rebadged the Mother’s Day Classic Local, there were 75 separate local events held all over Australia on Mother’s Day, while participants could also do the event their own way, choosing their own time and place.

The campaign had four focus points:

Stamping Ground interviewed more than 30 breast cancer survivors, those who had lost loved ones to the disease, and event hosts nationwide, to develop a bank of diverse and compelling stories.

A comprehensive national media list was developed and 11 media releases were created and distributed during the four-month campaign.

Stamping Ground enlisted and managed 10 VIP ambassadors with a connection to women’s causes, health, fitness and wellbeing, with a combined reach of 2.95 million people on social media.

In phase one of the campaign, we concentrated on publications with long lead times and secured coverage in key titles including the Australian Women’s Weekly, Body + Soul, House of Wellness, New Idea, Who magazine, Woman’s Day and Take 5.

In phase two, the focus was on suburban and regional publications, getting coverage for stories/content about community ambassadors and local event hosts.

Special stories and interview angles were also prepared for the Mother’s Day Classic media partner, 9News, in the lead-up to the event, to drive awareness, entries and donations. This resulted in 15 stories or live interviews on programs including Today Extra, Weekend Today, and 9News bulletins in Melbourne, Adelaide, Brisbane, Perth, Gold Coast and Shepparton.

We initiated, created and hosted an exclusive high tea for 25 media representatives and event ambassadors with another MDC partner, the Langham Hotel.  This created strong social media activity with a combined reach more than 630,000 from ambassadors and the media. Coverage of this event was also carried on 9News at 4.00pm and 6.00pm, via news.com.au, and in the Sunday Herald Sun.

Our intensive four-month campaign delivered more than 3300 media mentions/stories across the entire media landscape, and reached a cumulative audience estimated at around 40 million nationwide.