Team 22

Our Client:

Robert Rose Foundation

Our Project:

'Team 22' Launch


Our Assignment:

Just weeks into 2019, FireWorks PR was engaged by the Robert Rose Foundation, a not-for-profit organisation supporting those with spinal cord injuries and their families.

The RRF was founded in 1999 shortly after the passing of Collingwood footballer Robert Rose, who became a quadriplegic as the result of a car accident he had at age 22.

The Rose family, through the foundation aim to honour his positive attitude and love for life post injury and provide support for those in a similar position.

Ahead of launching its new fundraising initiative, “Team 22”, FireWorks worked with RRF to explore the potential media opportunities in the sport, news and health space.

The Team 22 initiative was set to launch during round 4 of the AFL season, ahead of the Friday night blockbuster between Collingwood and the Western Bulldogs.



The number 22 is at the heart of the new initiative and was the driver in key messaging and purpose.

Not only was it the age that Robert had his accident but was also the jumper worn famously by him and his father, Collingwood legend Bob Rose.

It also highlighted the ‘power of two’ and how the support of just one person can help a spinal cord survivor find their new normal and make the most out of life.

The Team 22 message was proudly supported and spread by ambassadors Beau Vernon, Brendan Stroud, Steele Sidebottom, Tony Shaw and Dr Andrew Sinclair who FireWorks had the pleasure of working with to make for a dream launch.

Our Success:

With the Team 22 fundraising initiative in its launch year, the main objective was to build hype and raise awareness – get people really talking about Team 22, its ambassadors and what it stands for.

When asked initially how success would look, the Team 22 project team, briefing FireWorks PR & Events, said that “a couple of TV and a couple of radio slots would be great.”  We were able to achieve this and beyond.


· Beau Vernon on AFL360 – Wednesday 10 April 2019

· Team 22 announcement on Marngrook Footy Show – Wednesday 10 April 2019

· Brendan Stroud & Steele Sidebottom in Team 22 Feature on Channel 7 Pre-Game package – Friday 12 April 2019

· VWFL/Team 22 Snippet on Channel 7’s Game Day – Sunday 14 April 2019



· Beau Vernon on Afternoons with Andy Maher (SEN 1116) – Thursday 28 March 2019

· Dr Andrew Sinclair, Beau Vernon & Brendan Stroud on Life Matters with Michael Mackenzie (ABC Radio National & ABC Regional) – Tuesday 2 April & Saturday 6 April (re-edited, different story piece) 2019

· Brendan Stroud on The Conversation Hour with Jon Faine (ABC Radio Melbourne) – Friday 5 April 2019

· Beau Vernon on Triple M ‘Hot Breakfast’ – Friday 12 April 2019

· Beau Vernon on Triple M ‘The Huddle’ – Friday 12 April 2019


· Beau Vernon & Brendan Stroud in the Saturday Herald Sun (page 23)  -  Saturday 6 April 2019

· Beau Vernon feature in The Age, written by Greg Baum (Pages 4 & 5 in the sports section) – Online 11 April, Print Friday 12 April 2019

· Team 22 announcement in AFL Record – Friday 12 April 2019


· Victorian Wheelchair Football League launch on – Tuesday 9 April 2019

· Beau Vernon on (re-circulated by Collingwood & Western Bulldogs)  – Wednesday 10 April 2019

· Brendan Stroud & VWFL Launch on AFL Footy Show social channels  – Sunday 15 April April 2019

· Beau Vernon & Team 22 featured in South Gippsland Sentenial Times - Online Thursday 18 April 2019

· Beau Vernon & Team 22 featured on - Online Wednesday 8 May 2019


"It was a pleasure working with Kathy and the team at FireWorks PR through Collingwood’s partnership with the Robert Rose Foundation. The FireWorks team were very considerate in taking the time to understand the operations of a football club and how they could best utilise ambassadors to help achieve the Robert Rose Foundation’s goals." Meagan Lechucki, Media Manager at Collingwood Football Club

"At the time we briefed (FireWorks), we believed we had a ‘product’ in place that had ‘legs’ to start the journey of raising awareness and funds for this underappreciated need in the community.  All we needed was a group of professionals who could realise its media potential.  Easily said.  Hard done.  Fireworks PR delivered in spades.  Our thanks to Kathy, Caz and Marnie for all your efforts and talent in realising the opportunity.  It’s a competitive environment out there for people’s attention (and hearts).  To have cut through like we did with your help ……is truly remarkable." Graeme Chipp, Chair of Working Group at Team 22

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