Meals on Wheels

Driving national awareness and results through strategic not-for-profit communications at a critical time for a much-loved charitable institution.

Biased delivered a high-impact, earned media campaign for Meals on Wheels NSW, showcasing our expertise in not-for-profit communications and public relations. By leveraging media strategy, influencer engagement, and compelling storytelling, we amplified the organisation’s milestone 70th anniversary while highlighting the critical issue of cognitive decline among older Australians.

The campaign, centred on The Unforgettable Cake – a brain-friendly cake created with master pastry chef Christopher Thé and leading nutrition experts – achieved over 100 pieces of media coverage, spanning national TV, radio, print, social and online channels, reaching more than 50 million Australians.

Our approach combined targeted trade and consumer media outreach, personalised influencer engagement, and strategic content development, delivering measurable results for the organisation: over 300 new donors, 50 volunteer applications, and a significant increase in website traffic.

The Unforgettable Cake campaign also earned industry recognition, becoming a Mumbrella Awards finalist in two categories, demonstrating the effectiveness of Biased’ strategic, results-driven approach to not-for-profit communications.

Through this campaign, Biased reinforced its position as a leading communications partner for not-for-profit organisations, translating strategic storytelling into tangible awareness, engagement, and support for critical community services.