CASE STUDY

Securing Essential Funds for Cystic Fibrosis Care

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In 2024, Cystic Fibrosis Ireland raised an incredible €300,000 through its flagship 65 Roses Day fundraising campaign. Alice worked with the organisation to promote this campaign through national and regional media relations, securing widespread coverage, which – in turn – led to increased donations and the fundraising target being met.

Background

Since its inception, Cystic Fibrosis Ireland (CF Ireland) has been a strong voice for its members, supporting the wellbeing of individuals with Cystic Fibrosis (CF), as well as their families, and driving significant advancements in CF care across Ireland. Its mission is to improve the quality of life and healthcare for people affected by CF through advocacy, support, and funding for essential services.

CF Ireland’s annual flagship fundraiser is 65 Roses Day – so-called because younger CF patients often mispronounce ‘cystic fibrosis’ as ‘65 roses’. In 2024, the organisation had an ambitious target of raising €300,000 through the Day.

What Alice Did

Alice supported CF Ireland on a media relations campaign to promote 65 Roses Day 2024. To achieve the fundraising goal, we implemented a strategic and comprehensive media relations plan, designed to maximise awareness and engagement ahead of 65 Roses Day.

As well as advising on key messaging and campaign timelines, we delivered media training and coaching sessions to CF Ireland’s spokespersons ahead of the campaign.

We supported the organisation to identify and engage relevant ambassadors to amplify campaign messaging, sharing their personal stories in national and local press materials. Through targeted pitching, we also secured numerous interviews and other media opportunities for these ambassadors.

Our media campaign also involved a national photocall and press event with celebrity ambassador Rosanna Davison, to launch 65 Roses Day 2024.

Results

This campaign achieved 190 pieces of coverage across national and regional print, online, and broadcast media with an audience reach of over 71 million.

Key coverage highlights included:

  • National television appearances by CF Ireland spokespersons and ambassadors on programmes including ‘The Late, Late Show’, ‘The Six O’Clock Show’, ‘Ireland AM’ and Virgin Media News.
  • A feature on RTÉjr ‘News2Day’ and a corresponding online piece on RTE.ie.
  • National radio interviews – on programmes including ‘The Ray D’Arcy Show’, ‘The Pat Kenny Show’ and ‘The Hard Shoulder’.
  • Significant national print and online features.
  • Regional and local radio interviews with CF ambassadors across a wide range of stations, covering over half of all counties in Ireland.

As a direct result of our comprehensive media strategy and the strong media coverage we secured, CF Ireland successfully met its fundraising target of €300,000, ensuring continued support for its essential programmes and services and achieving heightened awareness of Cystic Fibrosis.

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