Charity Instagram management for Beat Melanoma, the campaign arm of the Neil Evans Melanoma Foundation, leading creative and content for the 2025 City2Surf fundraising push. Visit beatmelanoma.org.au and @beatmelanoma.
The charity Instagram management challenge
Beat Melanoma is the public-facing campaign of the Neil Evans Melanoma Foundation, raising funds for late-stage melanoma research and patient support through Melanoma Institute Australia. The team was heading into the pivotal final fortnight before City2Surf 2025 , the biggest fundraising moment of the year , and needed an Instagram presence that matched the seriousness of the cause and the energy of the campaign. The brief was to build a calm, consistent feed that converted attention into donations, while staying responsive to a campaign that was changing day by day.
Our approach to charity Instagram management
Phoenix took the channel end to end , strategy, content, design and scheduling. We built a recognisable visual brand language across feed posts, carousels, reels and story covers, with bold typography, the #BeatMelanoma lockup and a calm sun-safe palette that held the feed together. Content was planned around the campaign arc: countdown posts, runner profiles for fundraisers like Isobel and Brendan, donation-matching announcements, sun-safety education and a tribute post for Neil Evans. Approvals ran through WhatsApp for fast turnarounds when the campaign needed a same-day reel or a last-minute change. The work sits alongside our wider social media management and content production playbook for purpose-led brands.
The results
Beat Melanoma went into City2Surf 2025 with a confident, professional Instagram presence and smashed the fundraising target on race day. The feed had a clear visual identity, the campaign carousels carried real fundraiser voices, and the team had a calm creative rhythm in the most demanding fortnight of the year. The work continues , ongoing posts, reels and campaign moments keep the Beat Melanoma message in front of supporters and turn quiet weeks into steady momentum.
“Great experience with Phoenix; clear comms, responsive and attentive to my client’s ever-changing needs. Special mention to Victoria, who effortlessly picked up and made fabulous our social media feed at very short notice. Thanks guys!”
Annie de Merindol
