Audience Reach
Media Stories
307+ nationally
ASR
$1.8 million
Lighthouse Foundation is a Victorian-based charity which provides homes and therapeutic care to young people experiencing, or at risk of experiencing, homelessness. Founded by Susan Barton AM more than 30 years ago, the charity has helped more than 1,300 vulnerable young Victorians.
In 2022, Lighthouse Foundation developed a four-year strategic plan with the aim to “increase our impact to reach more at-risk children in the years to come”. To help the charity achieve that goal, Adoni Media was engaged to increase brand awareness of Lighthouse Foundation, its services, and its people.
THE BRIEF
To elevate the profile of Lighthouse Foundation, Adoni Media crafted and implemented a comprehensive PR strategy, featuring a multilayered approach, with outreach to mainstream and local media outlets, as well as industry publications.
Adoni Media utilised a range of PR tools including filming opportunities, joint media releases to highlight the support of key partners, thought leadership pieces, hi-res imagery and video content, as well as general media alerts and media releases.
Given the sensitive nature of stories around youth homelessness and trauma, Adoni Media has carefully constructed media opportunities and thoughtfully prepared spokespeople and case studies for interview. This has been instrumental in securing television and radio coverage, along with feature stories in major Australian newspapers and national online news sites.
Lighthouse Foundation CEO, Dr Eamon McCarthy, also underwent media training with the Adoni Media team, after which, the team positioned Dr McCarthy as a thought leader and expert available for interview.
THE RESULTS
Since engaging Adoni Media for ongoing PR, extensive media coverage has been secured in major newspaper mastheads around the country, as well as in online and industry publications
Among the campaigns Adoni Media coordinated for Lighthouse Foundation were the organisation’s own milestones and data, awareness days, reactive media to industry news, expert discussion on key industry matters, and activations to help support Lighthouse’s fundraising efforts.
Some of the campaigns included: discussion on foster care allowances, Foster Care Week, World Homelessness Day, Youth Homelessness Matters Day, the founder’s portrait painted for the Archibald Prize, and activations around the organisation’s “school cut-outs” campaign which saw life-size cutouts representing the number of local youths experiencing homelessness.
Other campaigns highlighted new property developments, fundraising partnerships, and ambassadors and saw Adoni Media working closely, not only with the Lighthouse team, but also their valued partners. Media coverage was a way for Lighthouse to promote the partnerships, and in turn, encourage more high-profile individuals and organisations to come on board, knowing they may also receive publicity as part of their involvement with Lighthouse Foundation.
The Adoni Media team also leaned on Dr McCarthy’s expertise as a leading child psychologist to expand opportunities for media coverage and thought leadership. That was leveraged to provide parents with tips on schooling, anxiety, and development.
The media coverage achieved for Lighthouse was extensive, spanning television, radio, print, online platforms, and industry publications. The impact has extended beyond Melbourne, reaching as far as Cairns, Sydney, Hobart, and national audiences.
Adoni Media’s PR activation for Lighthouse Foundation over a 12-month period has resulted in the publication of more than 300 stories, collectively valued at more than $1.8 million, with an audience reach in excess of 4.1 million Australians.