OUR CHALLENGE

PPR were briefed by Brainwave to deliver a PR campaign to media across Australia for their annual Ride for the Kids fundraising event happening in October, 2025.

Ride for the Kids is Australia’s leading cycling challenge which runs across October to raise vital funds and awareness for Brainwave Australia and kids with childhood brain conditions and the challenges faced by their families.

Every kilometre and dollar raised will support the funding for essential therapy, life-saving equipment, and moments of joy for the more than 1,600 children and their families supported by Brainwave.

OUR RESPONSE

PPR suggested a campaign that leveraged human centred stories from their high-profile Ambassadors, families the charity assisted and participants taking part in Ride for the Kids.

These stories gave media at all levels the opportunity to relate to the campaign, tell their audiences about it and ensure Brainwave had a successful fundraising campaign.

OUR OUTCOMES

The mix of people available to chat with media resulted in extensive coverage around the country in titles such as AFR, WHO magazine, The Cheap Seats, twice in the Herald Sun, Channel 9 News, sports radio and multiple rural and regional media.

The fundraising campaign was a great success, driven by good news coverage from the PR campaign.

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