Kokoda Track Foundation

Ambassador Program / Will Genia

Challenge •Lack of awareness for the Foundation’s solar light project amongst Australian trekkers and the general public

Activity •Development of an Ambassador campaign with support of celebrities whom the target audience could relate to and raised the profile of the Foundation: Wallabies player Will Genia, born in PNG, was invited to participate in endorsement videos highlighting the Foundation’s solar light. Videos were released one by one via the Foundation’s Facebook & You Tube channel stimulating followers to like, share and comment

Result •Over 500 views of video messages Will Genia plus a 50% increase in Facebook likes during the campaign period •Significant increase in donations towards to solar light project providing students at more than 10 schools with solar lights 


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