Shitbox Rally Perth to Darwin 2014

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Project Description

Shitbox Rally, the largest private Cancer Council fundraiser in Australia, was launched in 2010 by James Freeman to raise much-needed funds for critical cancer prevention and research. Since its inaugural year, Shitbox Rally has achieved significant media exposure due to the very unique concept and incredibly visual appeal of the event. Holysmoke! was engaged in 2013 to manage the PR and social media for Shitbox 2014 with our primary role to increase the depth of the story reported to further establish the brand as a stand alone experience from sign up, throughout the fundraising and until after the road trip was completed.

We managed targeted pitches across print, radio, online and television by varying the information and approach to get maximum diversity. In our first campaign we increased the PR generated for the rally by over 325% without taking into consideration entrant and Shitbox’s social media footprint. This was achieved with articles in national and regional media such as The Australian, Western 4W Driver, Darwin Life, Sunday Territorian, Manly Daily, Inner West Courier as well as radio interviews on Triple J, 774 ABC Melbourne, 2GB Sydney, ABC North West, Territory FM, ABC Darwin, over 268 articles online and television coverage across GWN7, Channel 10 Perth, 60 Minutes NBN/ WIN, and Weekend Sunrise Prime 7. Additionally with the use of Thunderclap a further 87,912 people were engaged via social media.

Shitbox Rally 2014 raised $1.5 million for Cancer Research

60 Minutes

“No prizes for guessing why they call this the Shitbox Rally. 250 old bombs have escaped the wreckers yard for one final heroic mission – an epic 4,000km bash from Perth to Darwin, in the aid of charity.” Charles Wooley

The Australian

“Last night what remains of the 250 Shitbox cars that left Perth last Saturday struggled into Australia’s northernmost capital, Darwin, after 4250km of red sand, red snakes and red skin. We gave our all, put our bodies on the line, never took a backward step, looked the enemy in the eye and never flinched to raise more than $1.5 million for the Cancer Council.” John Connolly


“This year’s rally was epic in every sense of the word. It took 250 teams from Perth to Darwin, via the Kimberley and the infamous Gibb River Road, in just seven days and raised a whopping $1.5 million for cancer research in the process. It was 4250 kilometres of adrenaline-pumping adventure that took us away from anything resembling creature comforts and normality and made us feel and look like we were living out a scene from Mad Max. And we’ve learned you don’t have to leave Australia for one of the best adventures the world has to offer.” Tracey Ferrier

Triple J Drive with The Doctor

“The rally [2010] was incredible. The event has [now] become so big they’ve actually raised $2.9million since it started in 2010 and this year already they’ve raised $1.3million. It just gets bigger and better every year.” Tom Tilly


Project Details

  • Campaign Client:Box Rallies
  • Campaign Duration:Nov 2013 to June 2014
  • Website:
  • Date:March 22, 2015
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