The Challenge
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 Strategy
MediaCast developed a data-led, human-interest strategy to
raise awareness of white cane users by combining national research with
real-life stories to create engaging and educational media narratives.
Insights from Vision 20/20 Australia and Guide Dogs
Australia were used to highlight the prevalence of low vision and blindness,
while diverse case studies and expert commentary were leveraged to demonstrate
both the impact of the white cane and the everyday challenges users face.
The campaign focused on reaching Queensland audiences
through a mix of broadcast and local media, using storytelling to educate the
public and reinforce key messages around awareness and appropriate ways to
assist white cane users.
The Execution
MediaCast developed and distributed campaign materials
incorporating research data, case studies and expert commentary, supported by
an Audio News Release (ANR) to drive broadcast coverage.
We coordinated local case study placements by pitching
individual stories to relevant community media, securing additional print
opportunities alongside broader broadcast outreach.
Spokespeople, including a mobility expert and individuals
with lived experience, were prepared and coordinated for interviews, ensuring
consistent messaging across radio, television and print coverage.
The Outcome
For the International White Cane Day 2023 campaign,
MediaCast 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.