One of Australia’s premier charity events, the Hawaiian Ride for Youth is an annual charity ride that sees some of the state’s most prominent businessmen and women tackle a staggering 3000km ride across regional Western Australia.
The four-day ride which has become a firm fixture in the calendars of cyclists around WA and further afield raises critical awareness and funds for Youth Focus to support youth at risk of suicide and those living with mental health challenges.
As the teams cycle four routes: The Coastal, Inland and Wheatbelt routes from Albany to Perth and the Central route from Jurien Bay to Perth, the riders visit high schools along the journey to engage and inform students on issues of youth suicide, depression and self-harm, and the services that Youth Focus provides. It is these school visits that are often the most important and have become a fundamental platform for highlighting and creating conversations around the increasing social issues and the daily mental health challenges faced by young people.
Since its inception in 2003, the three-time national award-winning Hawaiian Ride for Youth has raised more than $22 million to help Youth Focus continue to provide free mental health services to thousands of young people each year.
With a market that is saturated with more charity events than ever before, it has become increasingly difficult for individual charities to cut through the noise and convey their message through traditional media channels.
In addition, there has also been a stigma for many years surrounding mental health and the way in which it is reported on in the media, and as such, the need to deliver the key messages in new and interesting ways has always been at the forefront of the media strategy.
For over a decade Detail have been engaged to successfully manage the public relations campaign for the Hawaiian Ride for Youth and for the last four years have also sponsored a team on the Ride.
Detail have consistently delivered a high calibre of local and national coverage highlighting the Riders, the event and most importantly, the Youth Focus key messages.
We continue to work with Youth Focus on an ongoing basis.