The Pyjama Foundation – TODAY extra

National Pyjama Day 2021

“We engaged Elevate to assist us with our 2021 National Pyjama Foundation Campaign. We wanted a partner that had not-for-profit experience and were really impressed with Elevate's previous work. We have never been able to secure national media coverage and Elevate secured us not only a segment on TODAY Extra but also on Studio 10.”

Jorgia Best - Communication Manager
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The Results

144

pieces of coverage secured

3.7M

people reached through media channels

13

CEOs engaged

Problem

National Pyjama Day is The Pyjama Foundation’s largest fundraising event of the year and with the challenges of the pandemic, the Foundation needed a creative approach to continue the momentum and drive registrations. Elevate was engaged to help secure a morning or breakfast TV news segment to help raise national awareness of National Pyjama Day which raises vital funds for its unique Love of Learning program – a goal which the team has not achieved.

Solution

Elevate facilitated a strategic media campaign which leveraged The Foundation CEO Bronwyn Sheehan and ambassador, Andy Griffths to highlight the importance of literacy in the lives of children in foster care, especially during isolating times such as lockdowns.

Result

Secured two morning tv news segment opportunities including Today Extra which saw hosts, David Campbell and Belinda Russell, don their pyjamas for the entire show in support of the Foundation. Belinda Russell has also signed on as an ambassador for the Foundation.