Southern Cross Austereo (SCA) today announced a new two-year partnership with Orange Sky and Diabetes Australia as part of its flagship charity program, SCA Embrace in 2026.
Since its launch in 2016, SCA Embrace has reflected SCA’s ongoing commitment to corporate social responsibility, supporting charities that have a meaningful impact on the lives of Australians.
Through the partnership, Orange Sky and Diabetes Australia will receive significant in-kind advertising campaigns, strategic support and consumer insights across SCA’s radio and digital platforms. SCA employees will also be supported to contribute through volunteering opportunities, community initiatives and advocacy support.
Stephen Haddad, SCA Chief Operating Officer said: “We believe in the power of media to create meaningful impact. Orange Sky and Diabetes Australia are both delivering vital support to Australians at critical moments in their lives, and we’re proud to welcome them as our SCA Embrace charity partners for 2026–2027. Through SCA Embrace, we’re able to amplify important conversations, increase awareness and help connect communities with the support they need.”
Established in Brisbane in 2014, Orange Sky is the world’s first free mobile laundry and shower service, supporting people experiencing homelessness or hardship through clean clothes, warm showers and genuine human connection. Orange Sky currently operates 83 services across 55 locations in Australia, staffed by volunteers who provide a safe, positive and supportive environment for those doing it tough.
Lucas Patchett, Orange Sky Co-Founder and CEO said: “Homelessness and hardship is a reality that can impact anyone. A rental increase, an unexpected expense or the loss of employment is sometimes all it takes for someone to fall on tough times. As cost-of-living pressures continue to rise, we’re seeing more Australians — many for the first time — reaching out to us for support, and we’ve never been more in demand.
“We are incredibly excited and proud to be named one of the 2026–2027 SCA Embrace charity partners. This partnership will help amplify conversations about homelessness and hardship and strengthen the impact of our services across the country.”
Established in 1937, and the second oldest diabetes organisation in the world, Diabetes Australia is the national peak body supporting people living with, and at risk of, diabetes.
Working in collaboration with people with lived experience and the health sector, Diabetes Australia are leading the national response to Australia’s largest health crisis. Their work focuses on supporting people with diabetes to live well, providing information, resources, and support services as well as investing in prevention, and reducing the impact of diabetes on people, health systems and society. Diabetes Australia advocates for positive change that will create a healthier future for everyone.
Justine Cain, Diabetes Australia Group CEO said: “Every five minutes an Australian is diagnosed with diabetes, yet community awareness of the risks and symptoms remains low, and widespread misinformation continues to fuel stigma and discrimination.”
“We are grateful for the opportunity that SCA’s Embrace partnership presents. Increasing access to accurate information about diabetes will have a positive impact across the community, and we’re excited to work with SCA to help drive greater understanding and support for Australians living with diabetes.”
Over the past decade since its inception in 2016, SCA Embrace has delivered hundreds of millions of dollars in-kind advertising to Australian charities, leveraging SCA’s national reach and expertise to help organisations drive awareness, education and meaningful community impact.
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