In 2019, Hutt St Centre appointed Hughes PR to communicate its future strategic direction; assist in managing issues including redevelopment of its Wellbeing Centre; and to raise community awareness of its work to support people at risk of or experiencing homelessness.
A key Hutt St Centre fundraising and ‘friend raising’ project revolves around a series of Winter Soup Kitchens hosted by East End Cellars introduced in 2018 by EEC co-owner Margie Andrewartha – with high-profile chefs invited to serve their own gourmet soup once a week for five weeks. All profits are donated to Hutt St Centre.
Hughes worked closely with Hutt St Centre and East End Cellars to raise the profile of the 2020 event in the media and to extend the event’s focus to the corporate community.
In 2020, East End Cellars had aimed to double the amount the event raised for Hutt St Centre, from $10,000 in 2019 to $20,000.
Hutt St Centre’s overarching objective was to raise awareness of the rising number of people at risk of or experiencing homelessness in Adelaide. More specifically, Hutt St Centre aimed to:
Working with Hutt St Centre involved discussions about inviting the business community to be part of the soup days in 2020. By inviting business leaders, it was hoped they would encourage more people from their networks to come by for a takeaway soup or to eat in with their teams.
Hughes then worked with traditional media across South Australia and nationally to engage their interest and generate coverage. Social media was also an important element, with photos taken each week and posted online. Hughes assisted with reputation management and stakeholder engagement; event promotion; social media; media engagement; and publicity and community relations.
This approach included: