The Bewley’s Big Coffee Morning Social for Hospice campaign is coordinated by national charity Together for Hospice, The National Hospice Movement, which represents 26 hospices nationwide.
The overall aim of the media campaign was to increase awareness of the event to maximise donation opportunities, both at a local and national level.
Further objectives included raising awareness of Bewley’s as title sponsor and highlighting the 30th anniversary of this event.
The campaign was divided into three phases.
Phase one championed Brendan Gleeson’s support and launch of the event.
The second phase highlighted the inspiring stories of the Super Hosts who host this event each year, and their local hospice representatives, on a regional scale, reminding the audience of the importance of signing up to host their own coffee morning.
The final phase combined the Super Host message with the fundraising message on a national level, involved a photocall with An Taoiseach Micheál Martin and also shared the various successful coffee mornings across the country.
Coverage of this campaign was featured across Irish print and online media, both national and regional, broadcast and social media.
Among the coverage highlights for the Bewley’s campaign were a Newstalk interview on the Pat Kenny Show with Brendan Gleeson, a print feature in the Sunday Independent, in addition to a number of articles on Independent.ie
Coffee morning Super Host, Sarah Kiely, spoke with Ryan Tubridy on RTÉ Radio One about her passion for the fundraiser, in light of the attentive care her husband received during his struggle with a rare form of liver cancer.
This campaign achieved a reach of over 54 million cumulative views, across Irish print and online media, both national and regional, broadcast and social media.
