Dreamcatcher was appointed to execute PR for the 46664 Johannesburg fundraising concert, an initiative of the Nelson Mandela Children’s Fund.
Set for December 1, World Aids Day, and featuring a mix of local and international talent, the concert was jointly an HIV/AIDS awareness raising activity as well as a fundraiser for the Children’s Fund.
As the event publicists, our brief was to deliver PR that created awareness both about the concert and the cause it was supporting. We were brought onto the project six weeks before the show date, thus time was of the essence, and every media intervention had to be high-impact.
We identified the following factors as the key communication drivers:
The PR action plan rolled out as follows:
The communication programme successfully publicised the concert’s cause – raising funds for the Foundation, while rallying audiences to attend.
The staggered media announcements worked to build anticipation, and the accompanying press conferences supported that.
Media attendance at the show was a solid mix of local and international press across print, tv, internet and radio, while audience figures reached the target figure of 40,000.