• Georgia Musolino

Case Study: Homelessness charity secures star Paralympian and netballer for major event

Homelessness is an incredibly difficult cycle to break, particularly when those affected are young people. That's why for the past seven years Melbourne City Mission (MCM) have been driving change in the area of youth homelessness through their Sleep at the G' event.


This year, MCM knew they would need to do something special to hit their ambitious fundraising target of $1.2 million. So they connected with PickStar to find two sports stars who would raise the profile of their event.


Client:

Melbourne City Mission, Haystac


Talent:

Sam Bramham O.A.M. (Paralympic Swimmer)

Kelsey Browne (Netball, Diamonds & Collingwood Magpies)


Brief:

Secure a star athlete, who has experienced hardship, to become an Ambassador for Melbourne City Mission's Sleep at the 'G event. The key tasks of the ambassadorship include:

  • Appear in videos to raise awareness and promote participation in Sleep at the 'G

  • Attend the corporate breakfast at the MCG to encourage corporate teams to become involved in the event

  • Be available for media opportunities

  • Attend the Sleep at the 'G event on 16 May, ideally staying overnight and participating in all activities

  • Post about the event on social media

Sam Bramham and Kelsey Browne with others involved in Sleep at the G (source: Instagram, @eliseodea)

Connecting with PickStar:


Melbourne City Mission (MCM) is a not-for-profit organisation with one goal - 'putting youth homelessness to bed'.


While MCM supports over 5,000 young people weekly, there are still over 6,000 experiencing homelessness in Melbourne alone.


In 2013, MCM took a stand and launched the inaugural Sleep at the 'G - a mass sleepover held at the Melbourne Cricket Ground to raise money to support young people doing it tough.


MCM wanted the 2019 event to be the biggest yet. With that in mind, they reached out to PickStar in search of athletes who had experienced hardship and could raise the profile of the event. MCM submitted a budget and a brief, and with the assistance of PickStar staff secured Sam and Kelsey.


Sam Bramham and Kelsey Browne with Leeroy, a young Victorian who previously experienced homelessness (source: Twitter, @MelbCityMission)

Outcome:


Sam and Kelsey enthusiastically participated in all promotional activities and was instrumental in raising the profile of Sleep at the G'. Sam particularly featured in advertisements and shared several posts on his Instagram, while both attended the corporate breakfast and engaged with participants at the event.


Video advertisement with Sam Bramham (source: YouTube, @MelbourneCitymission)

Kelsey Browne with participants at Sleep at the G (source: Instagram, @kelseybrowne_)


With Sam and Kelsey's help nearly 2,000 sleepers participated in this year's Sleep at the 'G, with the campaign so far raising over their $1.2m target.


Need an ambassador for your next campaign or event? PickStar is here to help.


You can choose from 1300+ elite athletes past and present, for ANY idea with ANY budget ANYWHERE in Australia. Our filtering system also allows you to search for sports stars with interests in specialist areas like mental health, wellness and leadership.


Simply shortlist athletes, tell us about the opportunity and set a budget. PickStar will take care of the rest!


#Resilience #Charity #Ambassador #MarketingCampaign #GuestAppearance #SamBramham #KelseyBrowne #MelbourneCricketGround

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