The Challenge
MediaCast has partnered with Australian Kookaburra Kids
Foundation (AKKF) across six campaigns over the last two years.
Across campaigns, we aim to achieve national coverage by
targeting all key capital city audiences by targeting metro and major market
publications, television outlets and radio stations.
Our campaigns for AKKF aim to increase awareness surrounding
the impacts of family mental illness on children, drive engagement with the
programs and resources offered by AKKF, and encourage donations.
The Strategy
Aiming to develop campaigns which drive awareness,
engagement and donations, we align our campaigns with key mental health
awareness days and announcements from AKKF, and ground our stories in
meaningful research and data to highlight the impact of AKKF’s work.
The Execution
We develop a media release and pitches to create a
cut-through as we target national and metro outlets across Australia to achieve
coverage across the organisation’s target domestic and international markets.
Utilising a wide pool of available talent, including
organisational experts and case studies, we develop well-rounded and diverse
stories, which we strategically pitch to targeted locations. We pitch live
interview availability to secure coverage across radio, television, print and
digital outlets. Leveraging the powerful, lived experience of our case studies,
we target top-tier media local to them to secure further coverage.
The Outcome
A standout campaign we delivered for AKKF was the
announcement of new funding from corporate partner Bupa, to highlight the new
program AKKF would be offering. Utilising previous research from AKKF, we aimed
to encourage the public to engage with AKKF resources and drive registrations
for the new Regenerate program.
Leveraging a robust combination of case studies and an
expert voice, we targeted national digital and radio outlets to secure wide a
variety of coverage. We pitched a unique combination of case studies and expert
voices from the organisation to producers for radio shows, to develop
interesting and meaningful long-form interviews, while pitching our expert
talent to news desks to achieve further impact.
Print and digital media were targeted with interview
opportunities, editorial submissions and opinion editorials utilising our
talent’s lived experience to emphasise the efficacy of the organisation’s
programs.
We strategically
targeted publications within the key children and parenting media scope to
secure coverage with the client’s ideal markets.
Combining our available case studies, expert talent and
AKKF’s research, the Bupa Foundation Funding Announcement was an amazing
success, with coverage secured across 363 radio items and 12 online articles.