Youth Focus
Hawaiian Ride for Youth
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Hawaiian Ride for Youth
One of Australia’s inaugural charity events, the Hawaiian Ride for Youth is an annual cycling challenge that sees passionate participants tackle a staggering 700 km ride over four and a half days – from Albany, in the state’s Great Southern Region, to Perth. The riders come together with the aim of raising much-needed funds and critical awareness for Youth Focus to support youth at risk of suicide and those living with mental health challenges.
Detail has worked with Youth Focus over the years to manage the public relations campaign for the Hawaiian Ride for Youth. 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. Detail has leveraged its well-established media networks, as well as creative thinking to develop unique and interesting story angles that appeal to media publications, and the general public.
Given that mental health is often a sensitive and challenging topic to address in the media, Detail has taken a careful and strategic approach to ensure the messaging resonates while breaking down the stigma associated with these conversations.
Detail has consistently delivered a high calibre of local and national coverage highlighting the riders, the event and most importantly, the Youth Focus key messages.