The Challenge
After being awarded a grant through our Pro Bono for Purpose
initiative, MediaCast worked with Fortem Australia to deliver the 2025 Thank a
First Responder Day campaign.
The key objectives for this campaign were to build awareness
of the mental health challenges faced by first responders and to raise funds
for Fortem Australia, to continue the delivery of mental health and wellbeing
programs for first responders and their families.
Our strategy to achieve these objectives were to secure
national coverage to create as wide an impact as possible, targeting all key
capital city audiences via metro and major market publications, television
outlets and radio stations.
The Strategy
The campaign leveraged expert spokespeople and ambassadors,
as well as utilising the media appeal of multiple national events being run by
Fortem Australia.
Television coverage was particularly impactful, with
national and regional news programs featuring on-site event segments,
interviews, and feature stories that brought the campaign to life on screen.
Notably, Channel 10 News First Sydney attended the Big BBQ event, resulting in
three syndications across the network.
Radio outreach spanned major commercial and community
stations, delivering high-frequency exposure through interviews, talkback
discussions, and news bulletins.
Print and digital media engagement extended across
metropolitan and regional mastheads, lifestyle pages, and community outlets,
reinforcing the campaign’s key messages through trusted local voices.
A standout highlight was the opinion editorial by ambassador
Mark Meredith, published through Australian Community Media, which syndicated
73 times nationally. This emotive piece shared Mark’s personal experience as a
first responder and advocate for mental health, resonating deeply with readers
while shining a light on the importance of mental wellbeing among Australia’s
frontline workers.
The Outcome
The campaign achieved outstanding national reach, generating
extensive coverage across all major media channels with 43 television, 501
radio, 11 print, and 104 online features.
This strong visibility was complemented by widespread
community engagement, with 62 TAFRD events hosted by Fortem and 360 schools,
libraries, councils, and businesses registering to take part. Fortem’s social
and digital channels also generated significant traction, reaching
approximately 450,000 impressions and reinforcing the campaign’s key messages.
Overall, the initiative delivered powerful storytelling and
meaningful engagement that placed first responder mental health and wellbeing
firmly in the national spotlight, strengthening awareness of Fortem Australia’s
vital programs and inspiring continued support for their ongoing impact.