Case Studies

Charity Letting Kids be Kids

Challenge: To help Amway of Australia raise awareness of its Freedom Wheels corporate social responsibility program -which modifies bicycles for children with disabilities - and encourage parents to let their children enjoy the simple childhood freedom of riding a bike.
Strategy: Ethical Strategies worked with Amway and Technical Aid for the Disabled to develop localised media stories based on children who had received modified bikes and the involvement of Adam Gilchrist in the charity. Television and print outlets were provided access to Adam and the children in WA, while print outlets in VIC and NSW were given photos and profiles of the children involved.
Results: The Freedom Wheels charity program received print and television coverage in the relevant states, increasing awareness of the program and the availability of modified bikes for kids. Amway received strong recognition as the program’s supporter.