Queensland CEOs dance their way to double donations
Our role: PR, brand awareness & video production.
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Dancing CEOs is the signature event for Women’s Legal Service Queensland (WLSQ), raising money to support their life-changing work with vulnerable women and children. Business leaders swap the boardroom for the dance floor in the name of charity, committing to running their own fundraisers to raise money for WLSQ.
Bloom PR was engaged to secure wide-ranging media coverage for the event and its all-star line-up - to build hype and excitement for the event, raise the profiles of each CEO, and increase awareness of WLSQ and their vital work.
Not only has it been 40 years since WLSQ was founded, but 2024 was the 10th anniversary of Dancing CEOs. Since it was formed in 1984, WLSQ has helped over 150,000 women impacted by domestic and family violence (DFV).
In honour of these milestones, WLSQ set a bold target in 2024, aiming to raise $1,000,000 in donations to help secure a financially stable future for women and children starting over.
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I met each CEO personally to understand their story and identify a media ‘hook’.
This helped me develop and pitch targeted media concepts relevant to each individual and the type of fundraiser they hosted.
I also attended rehearsals to capture behind-the-scenes content to create entertaining packages for each team to be played on the evening as they took to the stage. I also produced a VNR (video news release) to accompany the media release to help build community anticipation and cement Dancing CEOs as Brisbane’s favourite society event.
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Not only did we secure unprecedented media coverage, but the event doubled the amount raised in 2023, with donations totalling $1,356,432
This allowed WLSQ to secure much-needed funds for their Financial Abuse Prevention Unit (FAPU) units in Brisbane, Ipswich and the Gold Coast.
The donations for the event have increased by more than 2,000% since its inception in 2014, with $64,913 donated that first year.
I secured coverage on SEN Radio, the Courier Mail, 4BC Radio, 10 News and the Gold Coast Bulletin.
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The success of the media coverage for this flagship event led to Bloom PR being retained by WLSQ.
“Danyelle assisted with our major events (Dancing CEOs and River to Rooftop) and achieved record-breaking PR for our cause. Where there is an angle, Danyelle will find it. Her extensive experience, contacts and dedication achieved results beyond any expectation.”
– Nat Davidson, Fundraising and Marketing Manager, WLSQ
