SCA Embrace, the company’s national charity initiative, has provided more than $110 million in-kind for its partner charities, The Smith Family and Beyond Blue, over a two-and-a-half-year period.
The charity program, which wrapped up its latest partnerships at the end of June, works in two-year cycles, with SCA providing in-kind advertising campaign support for its selected charities, while also encouraging its teams to get behind charity-based events and activities.
The traditional two-year partnership was extended by an additional six months due to the COVID-19 pandemic with the Smith Family and Beyond Blue receiving more than $110 million in in-kind radio and television advertising, along with digital, social, creative and research support.
SCA’s people were actively involved in content creation and promotional activations, including Triple M’s No Talk Day, which encourages men to talk about mental health, and coverage of the NRL and AFL Beyond Blue Cups.
Team members also volunteered at charitable events, including The Smith Family’s Annual Toy and Book Appeal nationwide, as well as providing work experience programs and participating in mental health sessions.
The charity partnerships saw SCA provide the organisations with a combined $111,560,040 of in-kind advertising and marketing support, a figure SCA CEO Grant Blackley says demonstrated SCA’s enduring commitment and the success of the program.
He says, “We are enormously proud to have partnered with two exceptional charities Beyond Blue and The Smith Family for the past 2.5 years. The advertising support we provided enabled the delivery of key messages for both organisations along with important research development for the not-for-profit sector, and pleasingly, our people truly embraced the relationships through various experiences.
“Both charities have played an important role nationwide in recent times, particularly during the country’s bushfires, floods, and COVID-19, so to be able to use our media assets and expertise to deliver information and support on the importance of mental health and children’s education during this challenging period has been a privilege.”