News Corp Australia, with partners Storyful and Fox Sports, have joined forces in support of the 2018 AIME Hoodie Day campaign during NAIDOC week, with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media.
Fox League presenter Hannah Hollis fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp Australia’s trade marketing and creative services team and Storyful’s creative strategy team.
The campaign, which was conceptualised, designed and created by News Corp Australia’s trade marketing and creative services team, shares the message “Fly with Us”, calling on Australians to “be a part of the rebellious mentoring revolution” by wearing “the greatest hoodie on earth” as “this hoodie changes lives”.
Launched in 2010, Hoodie Day is the main annual fundraising initiative supporting the mission of AIME to bridge the educational gap for indigenous kids between high school and university.
Penny Fowler, News Corp Australia community ambassador and chair of the Reconciliation Working Group at News, said: “Our partnership with AIME and the important work it does aligns with our commitment to tell stories to inform, advocate and inspire to help build a better Australia.
“We are proud of our partnership with AIME and our role in supporting the important work they do to ensure indigenous students finish school at the same rate as their fellow Australians. Our News in the Community program makes a difference through our programs and partnerships contributing to building a better Australia.”
Hoodie Day ambassador Hannah Hollis will promote the campaign on Fox League programs Queenslanders Only and League Life, former Australian rugby union player turned Rugby commentator Drew Mitchell will wear a hoodie on Fox Sports’ Super Rugby coverage, editor-at-large at news.com.au Joe Hildebrand will wear a hoodie when appearing on Studio 10 and Sky News anchor Laura Jayes will interview AIME talent.
Top photo: AIME co-CEO Bianca Hunt