The Challenge
Paint To Donate, a CSR charity initiative, needed maximum media exposure to drive awareness, participation, and donations. The challenge was to generate broad coverage across both local community media and national lifestyle publications to create a groundswell of support.
Our Approach
Piccolo PR developed a dual-track media strategy targeting both local community publications and national lifestyle outlets. We crafted a compelling human-interest narrative that resonated with editors across multiple verticals.
The campaign leveraged the emotional storytelling power of the charity’s mission, creating media-ready assets and tailored pitches for each outlet type. Local media received community-angle stories, while lifestyle publications received design and colour-trend hooks.
Results
The campaign exceeded expectations with 92+ publications across two media streams: 32 local media outlets providing community-level coverage and 60+ lifestyle publications delivering national reach. The highest-performing outlet achieved a monthly readership of up to 1.67M, demonstrating the campaign’s ability to transcend niche charity coverage into mainstream lifestyle media.