Thought Leadership Strategy For SCHF's New CEO

Problem

Sydney Children’s Hospitals Foundation is one of the most trusted charities in Australia, the largest children’s charity in Australia, and one of the largest children’s hospital foundations in the world. We were tasked to help SCHF strengthen its brand awareness and reputation through the positioning of its new CEO - of whom is a seasoned government and business leader - in the philanthropy and broader not-for-profit space.

Solution

Shifting public perception of a brand and its executive is a nuanced process that demands a well-thought-out and sustained strategy that extends its reach to not just a broad audience, but also the right demographics. We used multiple channels – earned media, digital, and events – to help communicate SCHF’s narratives. Our goal was to align its new CEO with other trusted leaders in the sector and position the organisation as a source of information on paediatric and philanthropic discussions.

Results

We influenced national conversations and reached millions of Aussies on key philanthropy topics. Our partnership saw us secure:

• Close to 200 pieces of positive earned media coverage in mainstream print and broadcast, and trade publications to communicate SCHF’s narratives.
• Over 15 million people reached, including key stakeholders and the general public.
• Supported the foundation to break the global record for children’s hospital charity galas, raising $19.2 million in one night for the most exclusive charity gala in Australia, Gold Dinner.
• Speaking opportunities including the UN Women Australia - Women In Leadership Summit 2023 to further elevate the CEO’s positioning among other industry leaders alike.
• In addition, we also provided counsel for issues and crisis management to ensure brand reputation remains positive.