Issue
To raise awareness of the Reach Foundation, an organisation supporting Australian teenagers, via an online campaign supported by PR.
Idea
Mango created an online campaign; Open Book Project, which called on people over the age of 18 to upload pages of their teenage diaries to the Reach website or Open Book Project Facebook page.
Mango engaged high profile Australians such as Cathy Freeman, Chrissie Swan, Hamish Blake and many more to contribute an entry from their teenage diary to launch the project via a media call to coincide with St Patrick’s Day, as nod to the heritage of Reach co-founder, Jim Stynes.
Impact
The campaign generated $1,271,440.78 of editorial coverage across TV, print, radio and online mediums. Reached an audience of over 9.1 million people and secured 48 entries from well-known Australians.
Digital results for Open Book Project website:
