One of Australia’s premier charity events, the Hawaiian Ride for Youth is held annually with riders covering over 3000kms in four days to raise funds and awareness for Youth Focus.
While cycling through regional towns in WA’s South-West, Great Southern, the Wheatbelt and Mid-West on their journey from Albany and Geraldton 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.
Since its inception in 2003, the Hawaiian Ride for Youth has raised more than $20 million to support Youth Focus in providing 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.
As such, for over a decade Detail have been engaged to successfully manage the public relations campaign for the Hawaiian Ride for Youth delivering local and national coverage highlighting the Riders, the event and most importantly, the Youth Focus key messages.