From simple media releases to long-term campaigns, I have helped clients share their stories and messages with the audiences that matter most to them.
Media campaign for health promotion
Client: VicHealth
VicHealth is a world-leading health promotion foundation focused on promoting good health and preventing chronic disease.
Brief
Research by Deakin University and VicHealth into emergency presentations at a regional Victorian hospital highlighted some surprising trends around alcohol consumption and related harm. Using values-based messaging to reframe the discussion around alcohol, VicHealth asked me to plan and implement a 5-month media campaign to help shift community attitudes in relation to alcohol.
Approach
Working with the lead researcher, I assessed the available study results to identify newsworthy story angles, scheduling their release in line with key local events commonly associated with alcohol consumption.
Sourcing expert comments and local case studies, I drafted 10 media releases, coordinating any required photography and providing audio clips for use by radio news outlets.
VicHealth did not want to focus on individual behaviour change in this campaign. Instead, it wanted to focus on values-based messaging. This meant avoiding common euphemisms associated with alcohol use such as ‘responsible drinking’ and assumptions around the role of alcohol in fun, social activities.
To maintain the integrity of the messaging, the campaign’s success depended on well-written media releases that required minimal editing, as well as strong relationships with journalists covering the campaign.
Results
Each media release ran with minimal changes in the regional newspaper, with some also picked up by local radio. This included a breakfast program interview with one of the research team on ABC local radio. The campaign was also supported with stories shared on a social media community group, providing a helpful resource for public feedback on the campaign’s messages.
Over the course of the media intervention, campaign reach was 530,000 in an area with a population of approximately 36,000.
Results of the post-intervention community survey conducted by the research team are not available.
Participant stories showcase NDIS services
Client: Gateways Support Services
Gateways Support Services is a not-for-profit, NDIS service provider specialising in supporting children and adults with intellectual disability and autism. Gateways operates in Geelong, Warrnambool, Werribee and Footscray.
Brief
The media unit of the National Disability Insurance Agency (NDIA) approached Gateways seeking participant stories that demonstrated NDIS support in action. They wanted to share case studies showing how the scheme helps service users work towards their plan goals.
Approach
The request was a great opportunity for the client to promote their services to a wide audience. It was therefore important for the articles to be written in a way that met the needs of the NDIA media unit, while showcasing the client’s own services and expertise. I made sure the piece met the tone and style of NDIS stories, with my journalistic skills ensuring little editing was required.
Results
Articles submitted to the NDIA media unit ran with very few changes. This was a great result for the client, who gained national exposure via the agency’s participant newsletter, as well as regional and local media placement.
Read the stories
Stefan’s new normal beats the lockdown blues
Raymond stays on track with online therapy
Work completed while leading marketing communications in-house at Gateways Support Services.
