The Village Co. – JINX Launch

The Village Co. is a not-for-profit organisation passionate about seeing all South Australian new mothers, regardless of background, encouraged and supported as they begin the life-changing experience of becoming a new parent.

CALLIE supported The Village Co. with the launch of JINX the party game, a dynamic fundraising venture and largest single philanthropic initiative since the organisation’s inception in 2018.

All proceeds from JINX fed directly into empowering over 350 disadvantaged new Mums, through the organisation’s bag-gifting program, which provides essential, practical supplies at a crucial time.

CALLIE developed a compelling PR and Media strategy, which included broadcast, online, print and social, plus supported the launch event through media management and media kits. The strategy focussed on driving awareness for JINX across the South Australian market, in addition to creating broader brand affinity for The Village Co.


  • Several prominent media placements were secured across broadcast, print and online, with reach of over 1.8 million.
  • This included feature pieces across 7 News Adelaide’s, Ray of Sunshine segment, The Advertiser and InDaily.
  • Multiple online media outlets were also secured, including key family market platforms Kiddo Mag and Play & Go.


Social Impact

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