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.
Local Media Publications Targeted
+
Homewares and Lifestyle Publications
National

Media Coverage Achieved

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.
Annie Sloan Bathroom Carnaby Yellow Wall Paint Chalk Paint in Olive French Linen Old Ochre Lifestyle Portrait
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paint to donate image
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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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