The Pyjama Foundation’s 2023 Fairy Bread Day fundraising campaign raises over $34k via UMM
Fairy Bread Day, spearheaded by Melbourne-based confectionery manufacturer Dollar Sweets, has successfully raised $34,917.20 for The Pyjama Foundation, marking the most significant fundraising year yet for the annual event.
Sydney-based independent integrated communications agency, UMM, orchestrated the comprehensive Fairy Bread Day 2023 campaign through a holistic roll-out, incorporating public relations, influencer marketing, creative content, and social media strategies.
The campaign culminated in a vibrant interactive fundraising activation at Queen Street Mall, Brisbane on 24 November 2023, featuring a one-kilogram Fairy Bread-themed donut eating contest between Broncos legends Sam Thaiday and Matt Gillet. The winner was judged by Paralympic Gold Medalist Rowan Crothers OAM.
Pedestrians were also given the chance to capture a photo with a towering 1.4-metre-high fairy bread and savour fairy bread-themed donuts from renowned Queensland bakehouse, Kenilworth Country Bakery.
The campaign garnered an enthusiastic response, resulting in a substantial $14,918 public donation and an additional $19,999.20 from Dollar Sweets. On top of monetary donations, the campaign amassed a total reach of over 56.42M in earned media, 85 pieces of influencer content with a total following of over 2.79M, and 1.37M impressions on the event’s own social media channels.
Says Nikki Stevens, joint managing director of UMM: “As we reflect on the success of Fairy Bread Day 2023, we want to thank everyone who contributed to this event. This is much more than a celebration of our Australian childhood, but a chance for everyone to make a real difference in a foster child’s life.
“The collaboration with Dollar Sweets, The Pyjama Foundation, the Broncos, and the broader community has not only made this year’s campaign the most impactful to date, we see a great future for this event. You could not find a more passionate group of people than those who run the Pyjama Foundation and they are matched by the passion of Australians for Fairy Bread, so this is only the beginning.”
The raised money will enable The Pyjama Foundation to recruit, train, and provide ongoing support for over 23 Pyjama Angels in 2024. These dedicated mentors will make a direct impact on the lives of Australian children in foster care, offering guidance, learning experiences, and essential life skills.
Says Miranda Higgins, managing director of Dollar Sweets: “Fairy Bread Day has allowed us to bring joy through an iconic Australian snack we all adore while supporting a cause close to our hearts. We are thrilled to see the community’s enthusiasm and the substantial funds raised for The Pyjama Foundation.”
Says Bronwyn Sheehan OAM, founder and CEO of The Pyjama Foundation: “100s and 1000s of thank yous to Dollar Sweets and the Australian community for supporting Australian children in foster care through Fairy Bread Day. Your sweet support means we can place 23 vulnerable children with their own life-changing Pyjama Angel mentor.”
The Pyjama Foundation, known for its ‘Love of Learning Program’, empowers children in foster care by providing them with valuable skills, confidence, and positive mentorship. The funds raised will contribute to enhancing the lives of these children and creating brighter futures.
Fairy Bread Day is set to return on 24 November 2024. For more information, visit www.fairybreadday.com.