Community Initiative

Annie Sloane, Paint To Donate

We drove nationwide awareness for a community-focused paint brand initiative through targeted regional media outreach and premium lifestyle publication placements across Australia, spanning 92+ publications from Vogue Living to local community press.
The Brief

Building a Community Movement Through Media

Paint To Donate is a purpose-driven initiative that combines the practical appeal of premium paint products with genuine community impact. The campaign needed a PR strategy that would resonate with both local communities across Australia and premium lifestyle audiences, positioning the initiative as both a feel-good story and a design-worthy brand.
Generate awareness across local and regional media networks nationwide
Secure coverage in Australia’s premium homewares and lifestyle publications
Position Paint To Donate as a community initiative worthy of national attention
Leverage the dual narrative of community giving and quality design products
Build a media footprint spanning grassroots local press to prestige national titles
Strategic Approach

Our Strategy

  1. Dual-track media strategy: developed parallel media strategies: a grassroots campaign targeting 32 local media publications for community storytelling, and a premium campaign targeting 60+ national lifestyle and homewares titles.
  2. Regional Media Blitz: crafted locally-relevant story angles for each region, ensuring every pitch felt personal and newsworthy for local editors and community reporters.
  3. Premium publication pitching: targeted Australia’s most prestigious homewares and design publications including Vogue Living, Australian House & Garden, Better Homes & Gardens, Country Style, and Adore Magazine.
  4. Community narrative development: developed compelling storytelling that balanced the community-giving angle with the design and quality credentials of the paint products.
  5. Sustained outreach campaign: maintained consistent media engagement over an extended period to maximise coverage opportunities across different editorial cycles.
Local Media Publications Targeted
+
Homewares and Lifestyle Publications
National

Media Coverage Achieved

Annie Sloan Bathroom Carnaby Yellow Wall Paint Chalk Paint in Olive French Linen Old Ochre Lifestyle Portrait
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Results

Campaign Results

The Paint To Donate campaign demonstrated Piccolo PR’s ability to execute complex dual-audience strategies, delivering grassroots community coverage alongside premium national placements.
Dual-Market Penetration: Successfully reached both grassroots local communities and premium national audiences through a strategically segmented media approach.
Prestige Placements: Secured coverage in Australia’s most coveted homewares titles including Vogue Living, Australian House & Garden, Better Homes & Gardens, and Country Style.
Regional Saturation: 32 local media publications targeted across Australia, ensuring grassroots awareness in communities where the initiative would have the greatest impact.
Lifestyle Credibility: 60+ homewares and lifestyle publications pitched, establishing Paint To Donate as a design-credible brand alongside its community mission.
Narrative Success: The dual narrative of premium paint quality and community giving proved powerfully resonant across both local and national media.
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