The Challenge
MediaCast has partnered with the Tourette’s Syndrome Association of Australian (TSAA) for eight years to deliver the annual Tourette’s Syndrome Awareness Week campaign. Every year, we aim to achieve national coverage for the campaign, targeting all key capital city audiences by targeting metro and major market publications, television outlets and radio stations. The annual campaign aims to highlight the challenges faced by individuals who live with Tourette’s Syndrome and bring enhanced education to Australian workplaces, schools, governments and the general public. Our campaigns for Tourette’s Syndrome Awareness Week aim to drive engagement with TSAA training courses and educational resources, targeting key demographics in government, education and professional sectors.
The Strategy
MediaCast developed a research-led awareness strategy to uncover and address public perceptions of Tourette’s Syndrome, combining insights from both the general public and individuals with lived experience. The campaign centred on using this data to educate audiences, challenge misconceptions and support the launch of TSAA’s new training resource for first responders. A mix of expert voices, industry leaders and real-life case studies was used to create compelling, human-led storytelling, ensuring the campaign resonated on both an emotional and educational level across a national audience.
The Execution
MediaCast conducted consumer research and translated findings into campaign assets, including a media release, Audio News Release (ANR), Video News Release (VNR) and targeted pitches for national distribution. We coordinated a range of spokespeople, including medical experts, disability advocates and individuals with lived experience, pitching interview opportunities, opinion editorials and broadcast content across radio, television, print and digital media. A key case study was leveraged to anchor the campaign messaging and strengthen media cut-through.
The Outcome
The campaign achieved widespread national coverage and marked TSAA’s most successful awareness campaign to date, significantly increasing visibility of Tourette’s Syndrome and the challenges faced by those with lived experience. Beyond media results, the campaign drove real-world impact — generating increased demand for training and resources, with both Victoria Police and Queensland Police Service engaging TSAA to support improvements in first responder training and accessibility of resources.