Our Work With ABC Radio

Last Updated: May 8, 2025

About the Client

ABC Radio, part of the Australian Broadcasting Corporation, is a national public radio network known for news, talkback, and community-driven programming. Its Sydney branch often runs local campaigns to engage with listeners on the ground. For their annual winter campaign, “Warm Up With Us,” they needed a promotional item that would be practical and engaging for donors. That’s where branded umbrellas came in. 

 

The Brief

The idea was simple: encourage donations to local homelessness services and thank supporters with a practical, high-quality gift. The campaign would run across several live broadcast sites, including Newtown, Marrickville, and Parramatta. The item had to be durable, relevant to the season, and easy to distribute. ABC Radio decided to have custom umbrellas in black, featuring their white and red station logos.

How We Helped Them

They ordered 150 custom big umbrellas from Umbrella Planet. We helped them select the right umbrella style based on durability, ease of use, and visual impact. Our team provided a digital mock-up within the first 24 hours so their marketing team could get fast internal approval. From there, we coordinated express production and shipping to meet their tight deadline. The order was completed in under two weeks, just in time for their first event. 

The Result

During the campaign, donors received an umbrella on the spot after giving to the cause. The umbrellas did more than protect against the weather. They created visibility at each location, with crowds walking away holding the ABC-branded items. People started posting photos with their umbrellas online, tagging the station and sharing messages of support. That extra layer of exposure helped the campaign spread faster.

The result? ABC Radio surpassed its fundraising target by 15%. Later, they told us the process was “smooth, quick, and reliable,” which they needed for a time-sensitive, public-facing project. The success of this campaign has led the team to consider a follow-up version next year. 

Planning a campaign of your own? Chat with our team at Umbrella Planet—we’ll help you find the right product, fast.