Lessons we’ve learnt so far

Looking back at last year’s program, a few patterns emerged among the campaigns that really cut through the noise:

1. Human stories drive engagement

Campaigns that focus on real people – stories that audiences can relate to or empathise with and resonate far more than abstract issues. Personal narratives that resonate, help media outlets tell your story in a way that sticks.

2. Creativity wins attention

Some of the most successful campaigns weren’t just about the cause, they had a creative twist, a clever hook, or a visually compelling element that made journalists sit up and take notice.

3. Collaboration amplifies impact

Campaigns that worked closely with other organisations, communities, or partners created bigger reach and credibility. Pro bono PR works best when you combine resources and voices.

4. Flexibility is key

Media cycles move fast. Campaigns that adapted to emerging stories, current events, or unexpected opportunities achieve much more interest, coverage and engagement.

What we’re excited to see in 2026

Building on these lessons, here’s what will catch our eye in this year’s applications:

1. Impact beyond the immediate story

We love campaigns that think bigger: how can this story spark ongoing action, change perceptions, or create a movement – not just headlines?

2. Innovation in approach

We’re keen to see campaigns using fresh strategies, maybe a bold call to action, interactive content, or new ways of involving the community. Show us how your approach is different.

3. Community-led storytelling

Campaigns that elevate voices from the communities themselves, not just the organisation, stand out. Authenticity and lived experience are incredibly powerful.

4. Measurable change that matters

Ambition is great, but we want to see campaigns that define what success looks like and can measure it, whether that’s policy change, social engagement, sign-ups, donations, or awareness.

Grants of $5,000 and $10,000 are available to fund full or partial media relations campaigns. If your organisation is working on a campaign or idea that deserves amplification, and your mission is about more than just visibility – if it’s about real movement, we want to hear from you.

Applications close Wednesday, 12 November 2025, with successful recipients notified by Thursday, 5 December 2025. Applications are open now and we can’t wait to see your ideas!