Access PR first partnered with Starlight Children’s Foundation in 2012 and as part of that relationship, we have worked across major campaigns, including exclusive fundraising dinners and milestone wish-granting initiatives.
To build awareness for the 9000th wish granted, we developed a creative campaign that the Foundation considered the program’s most successful PR-led campaign to date. It captured the hearts and minds of national and international media, drove awareness around the wish-granting program and spotlighted major program partner, Virgin Australia.
The success of this campaign hinged on the story of young Gabriel Cipriano and his wish to follow in the footsteps of his hero, Crocodile Dundee. We undertook a mass media relations campaign, managed to get Paul Hogan himself to film a special video for Gabriel and hosted a media event at Gabriel’s primary school that prompted widespread coverage across major TV, print, radio and online outlets in Australia and around the world.
And it made a very sick little boy very happy.