I secured the Royal Flying Doctor Service of Australia (South Eastern Section) (RFDSSE) national attention on Channel 7's national breakfast program, Weekend Sunrise, through its largest annual fundraiser, The Outback Car Trek. This event, a cornerstone of RFDSSE for 30 years, has successfully raised over $30 million for the Flying Doctor.

Upon joining the RFDSSE, I faced the challenge of revitalising the Outback Car Trek, which had lost its novelty after three decades, leading to diminished media interest. Within my first month, I devised and implemented a strategy that successfully attracted national media coverage. I created a comprehensive media kit and travelled to Adelaide and Renmark to film the fundraiser's kick-off. This included conducting interviews and capturing b-roll footage.

Each evening, I edited and packaged the content and a media release, which I distributed to local and national media outlets. The strategy's impact was immediate: WIN TV aired the RFDS materials the day after the event's start, and the Seven Network’s national breakfast show Weekend Sunrise featured the same content. The segment aired on a long weekend Saturday, achieving national TV coverage—both morning and evening—across all regional Channel 7 affiliate stations, reaching 528,000 viewers across Australia.