The Heart of Melbourne Appeal
Lord Mayor’s Charitable Foundation launched its Heart of Melbourne appeal in 2006 in response to Melbourne’s increasing rates of homelessness. According to the ABS Census in 2006, homelessness was a major social issue with approximately 15,000 Melburnians without a permanent residence and 4000 families in need of safe accommodation. (Census 2006).
The Heart of Melbourne Appeal was held each September for five years from 2006 to 2012, raising funds for charities supporting people experiencing homelessness. The appeal was well received by Melbourne’s charitable sector who had expressed their concern about the increased rates of homelessness particularly for women and young people.
The Foundation received support from the Lady Mayoress Committee who organised and managed the Heart of Melbourne Ball. They were very successful fundraising events with all proceeds being donated to the Foundation for the appeal with entertainment often being performed by high profile performers such as Marina Prior and David Hobson.
The Lady Mayoress Committee worked tirelessly to attract some of Melbourne’s best and well brands including Audi, Cadbury, City of Melbourne, Intercontinental Melbourne The Rialto, Spotless and Westpac.
Ongoing media partners for the Heart of Melbourne appeal were Nine Network, 3AW and Herald Sun who provided extensive support in encouraging public donations. Some of Melbourne’s well-known actors, businesses and community leaders also provided their support to the Heart of Melbourne appeal by participating in advertising features.