UPDATE 18/10/19: MediaCast is proud to announce that at last night's awards ceremony, the Act for Kids campaign won the Golden Target Award for Best Small Budget (<$25k) campaign.
MediaCast is excited to announce being recognised as a finalist in the prestigious Golden Target Award run by the industry peak body, Public Relations Institute of Australia (PRIA). MediaCast is nominated as a finalist in the Small Budget Campaign category.
MediaCast has had the pleasure of working with child protection organisation Act for Kids since 2015, with the nomination centred around the 2018 campaign for Child Protection Week.
The campaign brief was to highlight the importance of teaching protective behaviours to young children and give them the ability to detect and react to unsafe situations. As a sensitive topic to approach, we opted for a softer creative for this story to reach audiences that tune into morning TV.
MediaCast’s Creative Director, Fran Chalmers, is proud of the team effort that was put into the campaign. “It was months in the making and our team worked extremely hard to bring it all together and make it a success. Act for Kids do incredible work to protect our children, so it’s always rewarding to work on campaigns with them,” she said.
MediaCast’s creative team set about developing a concept that would resonate with parents across Australia to educate them on protective behaviours in children. Through research, we uncovered powerful statistics to position at the forefront of our messaging. The findings delved into the public’s knowledge of protective behaviours and alarmingly revealed that parents were not confident that their children understand private and public body parts nor would they know how to identify a safe person to tell if something happened.
“This campaign not only had an impact on us, but also on parents across Australia. We all felt rewarded when web traffic to Act for Kids’ website increased by 15% during the campaign.” Fran said.
Through passion, determination and creativity, MediaCast developed and promoted a story that was shocking, educational, thought-provoking and a discussion starter. The campaign resulted in national coverage of 224 media items, reaching an audience of 17.2 million.
Coverage was achieved across traditional and digital channels, with Child Protection Week being launched with a slot on Weekend Today and articles in the Sunday mastheads including the Sunday Mail Brisbane, Sunday Telegraph, Sunday Territorian, Sunday Herald Sun and Sunday Adelaide Mail.
MediaCast also secured TV opportunities throughout the week including Today Extra, Channel 7 News Brisbane and WIN News. Radio coverage included all major ABC metro stations, KIIS, 2GB and Kinderling.
“Our clients are very important to us and we always strive to achieve the highest quality coverage for every campaign. Working with Not-for-Profits is always rewarding and to contribute to shifting perception in society.
We are excited to be recognised for our work by PRIA and look forward to celebrating our achievements at PRIA’S Golden Target Awards ceremony,” Fran said.