The Bauer Media-owned Today FM has raised €274,635 (and counting) from the nationwide The Big Busk which aims to tackle homelessness in Ireland.
Now in its fourth year, The Big Busk took place on March 7 and to date it has raised over €1.3m for Focus Ireland.
This year’s event was bigger than ever with over 200 busking events taking place across Ireland.
Launched in February, the fundraiser was publicised by Today FM with on-air promotions and socials including a comedy launch video with well-known Today FM presenters.
This video gained significant engagement on organic social channels and was boosted with paid social spend on Tik Tok and Meta (FB, Insta and messenger).
In feedback for the campaign, the OOH element of activity really struck a chord with the public. With a total of 165 sites throughout all 26 counties and formats including Digital Bridges, 48 sheet, Adtowers and Digipanels, suppliers Global, JC Decaux and Ad Tower and their network of sites played a critical role in creating visibility.
The OOH strategy included targeted ads at commuters on their way home with eye-catching, challenging copy including “Heading Home? For 2,168 families, Home isn’t an Option” and encouraging people to sign up for Big Busk Day.
“The Big Busk for Focus Ireland has become a regular part of our schedule in an initiative that listeners really get behind. We’re delighted to have made a difference by raising awareness of homelessness in a way that’s compelling and engaging and raising funds to help address the impact of this crisis,” says Stephen Gorman, senior marketing executive, Today FM.
