Tim Gilbert and Jaynie Seal hosted the afternoon's formalities before the keynote speech. "We always have a different speaker - one of the parents of the children at the hospital," organizer Marianne Penklis said. "It's always a very moving speech". This year Tony Bell proved no exception to the precedent, speaking of daughter Ava's health struggles and painting a personal portrait of the hospital's importance to the community through the family's experiences.
Nick's Bar and Grill, one of Sydney's premiere seafood restaurants, has been partnering with the program since its inception seven years ago. "It's a very worthwhile cause," Ms. Penklis commented. "And everyone has a lovely day out." The support of sponsors such as Paspaley Pearls, Camilla and Easton Pearson also proved invaluable in raising funds as donated prizes were raffled and auctioned off, adding to the afternoon's festivities.
It was wonderful to see local enterprises leading the way in collaborating to support a local cause. Pooling resources in this way allows businesses to play to their strengths, contributing what they are best at and reaping rewards at the other end, both in the way of community goodwill and brand awareness. When companies work together with brands targeting the same market segment, even in different industries, it can facilitate cross-pollination of the brands' respective markets and create a reference point with the other brand in the mind of consumers.
Brands with similar appeal such as the family-owned luxury brand Paspaley, quality seafood restaurant Nick's, and local kaftan designer Camilla create positive referrals for each other by contributing to the same cause, and being seen in the same place. Key tenets of each brand's personality are highlighted by the association with one another: in this case, all are Aussie-owned luxury brands with references to the Australian dream of a sea-side life. Tying them into a local cause that is close to our hearts is philanthropic as well as savvy – not necessarily a bad thing.
Do your own good thing by phoning 1800 644 336 to make a Gold Week donation, and be part of the Telethon by calling in after 9am on Monday 11 June. Tune in to Channel 9, WIN, Radio 2GB and WSFM for the live broadcast.
Grace Mathew is a Sydney-based writer and speaker who recently graduated from the University of Sydney with a Bachelor of International and Global Studies.
Garce's archive of articles may be viewed at www.pressserviceinternational.org/grace-mathew.html