AT A GLANCE

Timing // October 2023

Scope // Media Day

Targets // Queensland-based TV and radio

Media Items // 119 items of coverage

Audience Impressions // 815,000

Highlights // ABC Western Queensland, ABC Far North Queensland, WIN News Wide Bay, Vision Radio Network, The Express Newspaper, Townsville Bulletin.

THE OBJECTIVES

MediaCast worked with Guide Dogs Queensland to deliver a state-based project in line with International White Cane Day 2023. Our key objectives were to raise awareness about the lives of those living with low vision or blindness and how the white cane provides independence and freedom for people who have either been born with blindness, or suffered a dramatic change in vision.

Through the leveraging of Guide Dogs research and local case study stories, we strategically illustrated the positive impact of the white cane on people’s lives, as well as the common daily obstacles cane users face.

A key message within the campaign was encouraging would-be helpers to always ask a white cane user whether their help is needed, and never grab them or the mobility tool without gaining permission first.

THE CAMPAIGN

MediaCast utilised research from national peak body Vision 20/20 as well as data from Guide Dogs Australia to highlight the number of white cane users throughout Queensland, as well as the daily obstacles they have to navigate.

We used an Audio News Release (ANR) to extend the coverage of the campaign, as well as the targeted sell-in of case studies to their local media. From this, we were able to secure local print articles for two of the case studies outside of our broadcast pitching.

Alongside a mobility expert who assists people learning to use the white cane, we leveraged case studies across different ages and demographics to educate the public about the importance of the white cane as well as correct etiquette for bystanders.

THE RESULTS

For the International White Cane Day 2023 campaign, MediaCast secured coverage across 110 radio items, seven television pieces and two print and digital articles.

We secured top tier radio, regional and metro television as well as local print coverage.

Through tangible evidence and real-life narratives, MediaCast was able to educate the public that things like distracted mobile phone users and fallen branches can be a real issue for white cane users, as well as give bystanders practical advice on how to assist those living with low vision or blindness.

As a result, we were able to dispel myths about people living with low vision or blindness while fostering a real understanding of the daily challenges they face.