As Telethon approached its 30th anniversary, the team sought a refreshed and resonant public presence, one that would reflect the organisation’s proud legacy while engaging a new generation of supporters. The challenge was to create an anniversary campaign that would maintain visibility throughout the year, generate meaningful media coverage, and inspire the public to donate.

We designed a 12-month integrated communications plan centred around the anniversary theme “30 Χρόνια – Η καρδιά μιλά” (“30 Years – The Heart Speaks”). The campaign was built on three strategic pillars:

• Visibility: Ensure continuous media presence through storytelling, partnerships, and key event moments.
• Engagement: Leverage emotional narratives and influential voices to spark public interest and drive participation.
• Legacy & Innovation: Honour the past while introducing innovative approaches, such as dual broadcasting, to broaden reach and impact.

• Media Relations: We implemented a rolling media plan with proactive outreach, resulting in over 600 national media placements. Patient stories, ambassador interviews, and scientific insights were featured across TV, radio, press, and digital platforms.
• Influencer & Athlete Campaign: Top Cypriot athletes, including Olympic medallists, participated in a digital awareness campaign. Their social media posts and video messages formed a core part of our storytelling strategy, reaching younger, digital-native audiences.
• Presidential Palace Ceremony: We curated a high-profile award event hosted by the First Lady of the Republic of Cyprus. The ceremony honoured long-standing supporters and helped generate national attention and institutional endorsement.
• Strategic Partnerships: We strengthened and activated collaborations with key partners—Alpha Cyprus, CyBC, C.A. Papaellinas Group, and the Dashin Foundation—creating shared moments, co-branded content, and joint fundraising opportunities.
• Dual-Network TV Marathon: For the first time in Telethon’s history, we coordinated a joint broadcast of the flagship TV Marathon by both Alpha Cyprus and CyBC, setting a new benchmark for media cooperation in nonprofit campaigns.
• Digital Campaign Support: We delivered messaging, visuals, and fundraising content across Telethon’s social and digital channels. Our work ensured message consistency, timely calls to action, and audience retention throughout the year.

• 600+ media placements across national outlets
• €1.6 million+ in earned PR value
• 20,000+ people engaged across events, digital campaigns, and fundraising activities
• Strengthened long-term partnerships with Cyprus’ leading media, corporate, and public institutions
• Positive media sentiment and enhanced brand visibility as confirmed through campaign evaluation
• Set a new precedent for joint nonprofit broadcasting in Cyprus