National Public Relations Campaign By CLARE COLLINS & ALICE COLLINS INSIGHT COMMUNICATIONS

Transcription

1 PRIA 2012 GOLDEN TARGET AWARDS Category 14: Health TOUCH OF TEAL CAMPAIGN National Public Relations Campaign By CLARE COLLINS & ALICE COLLINS INSIGHT COMMUNICATIONS Hordern Warehouse Suite 110, 59 Great Buckingham St, Redfern NSW 2012 Ph: Fax: ABN July 2012

2 Ovarian Cancer Australia (OCA) conducts their annual national awareness and fundraising activity throughout February, Ovarian Cancer Awareness Month (OCAM), to raise awareness of ovarian cancer and its symptoms to save lives, culminating with Teal Ribbon Day. In 2010, Insight delivered OCA s most successful campaign in its nine-year history. In 2011, Insight leveraged this success to develop a strategic awareness campaign incorporating partnerships, awareness and fundraising events, case studies and engaged celebrity and community ambassadors nationally to deliver messages about ovarian cancer to all corners of the Australian community. To support OCA s services and provide a sustainable fundraising income, Insight delivered sustainable fundraising initiatives including Afternoon Teal and Touch of Teal, and increased Teal Ribbon sales by 150% and donations by 400%. Amid thirteen natural disasters, the greatest number occurring concurrently in Australian history, our campaign competed for media coverage and donations, and Teal Ribbon sales competed with the Blue Ribbon Appeal supporting flood victims. Insight utilised events and multiple communication tools to deliver widespread awareness of branding and key messages which increased overall media coverage nationally, including: 46 magazine articles, social media by 457%, television by 27%, and delivered the most successful campaign in OCA s ten-year history. Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 2

3 Every 11 hours one Australian woman dies of ovarian cancer. There is no early detection test. Only knowing the symptoms to seek early medical attention can help save lives. Prior to Insight s successful 11th Hour Campaign (2010), few Australians knew of OCA. In 2011, we aimed to build on this multi-award winning foundation, continuing to extend awareness of OCA as a significant national charity, generate awareness of ovarian cancer and symptoms, and create sustainable fundraising initiatives to support OCA s services was also OCA s 10 th year. To celebrate this milestone, our goal was to launch Teal Ribbon Day with an iconic event drawing national attention to OCA, the colour teal, ovarian cancer symptoms, and honour every woman who has lost their battle with ovarian cancer, whilst paying tribute to those fighting or who have overcome the disease. Importantly, the event aimed to create a symbol of hope for the 1 in 77 Australian women diagnosed with ovarian cancer in their lifetime. Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 3

4 Leveraging the success of the 2010 campaign s, Insight s goals were to continue building brand awareness and: Deliver increased brand awareness about OCA, ovarian cancer and symptoms to increase early detection Empower women to seek early medical attention if they suspect symptoms Deliver national brand awareness of OCA in its 10th year, creating a platform to become the voice of ovarian cancer in Australia Develop and deliver sustainable fundraising streams Increase corporate/community partners/supporters Strengthen relationships with existing partners/supporters Grow recognition of the colour teal as the international colour of ovarian cancer Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 4

5 Inform women of symptoms, specifically that the Pap Test cannot detect ovarian cancer Increase website traffic and telephone enquiries Increase Teal Ribbon sales and donations to support services Increase partnerships and partnership benefits to OCA: in-kind, donations and sponsorship Deliver value to partners: awareness of partner brands Increase media coverage (2010: 644 primary; 243 online) Total coverage by 20% Television coverage by 20% Magazine coverage by 50% Teal Ribbon Sales by 50% Donations by 50% Social media by 100% Develop activities to increase: External fundraising events by 100% Community and corporate engagement by 50% Recruit ambassadors *11 th Hour Ambassadors by 600% State celebrity ambassadors; all states and the NT Deliver iconic national branding: history-making first, illuminate the Sydney Opera House teal *11 th Hour Ambassadors represent the statistic: every 11 hours one Australian woman dies from ovarian cancer. Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 5

6 Insight undertook a S.W.O.T analysis of our 2010 campaign, evaluating all components ensuring the 2011 campaign would exceed 2010 results. Insight referenced formal medical research and statistics to underpin the campaign with respected health sources combined with informal research determining: Target publics: multiple levels Key messages Spokespersons and case studies Potential celebrity ambassadors: all states and NT Effective community ambassadors: all states and NT Partnership development including corporates and councils Women s networks Sustainable fundraising initiatives Sponsorship opportunities Health, medical research and statistics Media targets Media event locations/venues and opportunities Campaign and event resources Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 6

7 Research identified messaging and segmented target publics, developing relevant, multiple touch-points via influential and intervening publics to persuade our primary target public: Australian women. Multiple publics included: Australian women and their families Media Politicians Ambassadors, celebrities, television personalities Women s networks Existing/potential partners/sponsors Organisations with large female membership/employees Healthcare professionals Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 7

8 Our integrated campaign strategy defined brand, messaging, determined relevance of the colour teal and its relationship to ovarian cancer, and defined target publics. Key messages including the new health message A Pap Test does not detect ovarian cancer were created for detailed media kits/templates to be strategically targeted, enabling re-engagement with media outlets across national traditional and non-traditional media. Media spokespersons were incorporated to achieve localised and national coverage including OCA executive, corporate partner representatives, healthcare professionals, ambassadors and patients. Marketing, advertising, promotions and events were incorporated creating multiple message touch points including the introduction of street banners in Sydney and strategic distribution of new print ads and the 2010 television and radio CSAs to reinforce 2010 messaging and re-connect with target publics. Insight linked the known health benefits of drinking tea in the prevention of ovarian cancer and developed unique fundraising/awareness initiatives; Afternoon Teal and Touch of Teal enabling women to gather for Afternoon TEA-L and learn the symptoms while raising vital funds for OCA. Engagement of celebrity and community ambassadors in every state and the NT enabled state, industry and community media coverage of OCA s National Australia Day Health Message events whilst delivering value to corporate partners. Insight incorporated council and corporate engagement strategies inviting groups to host Afternoon Teal events, display posters, provide sponsorship and links to OCA s website while utilising digital media kits incorporating signatures, media templates, banner tiles, television and radio CSAs for websites. Teal Ribbon sales would be promoted across all communication streams and worn by television presenters and politicians. The historic illumination of a national icon in teal as a symbol of hope for women affected by ovarian cancer and their families, would launch Teal Ribbon Day. Insight s communication strategy determined methods of achieving widespread national awareness through strategically targeted media, partnership engagement and events informing target publics of ovarian cancer, symptoms, how to purchase Teal Ribbons, make donations and host Afternoon Teal or Touch of Teal fundraising/awareness events. Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 8

9 Insight rolled out the campaign to strategic timelines delivering key messages in detailed media kits and collateral including ambassador invitations, partnership proposals, digital kits, speaker briefs and event collateral. We engaged state-based ambassadors/spokespersons; Patricia Bailey, Jane Stephens (Princess Mary s sisters), Natasha Stott Despoja, Jean Kittson, Meshel Laurie, Alice Burton, Madeleine West and Lisa Scaffidi, and engaged 77 new community ambassadors of 77 vocations, nationally. New corporate partners including Showbiz, Alex Perry and Classic Holidays accepted our invitation to partner and promote ovarian cancer awareness to their customers, employees and in industry specific media while leveraging benefits to all partners including Chemmart and Nursing Australia, delivering awareness of brands in media coverage. Women s magazines were specifically targeted offering case studies for features. TV and radio CSAs were distributed to networks/stations nationally and print ads to newspapers gaining airtime and coverage. To gain corporate workplace participation in the Afternoon Teal awareness and fundraising initiative, Insight actioned strategic, mass distribution to corporates and organisations with large female membership/employees, inviting their support, and engaged women s corporate networks including Business Chicks breakfast events. Insight invited council participation with the exception of those affected by natural disasters: it was inappropriate while they struggled with localised disaster-related issues including fatalities. Posters and Teal Ribbons were distributed to participating partners and councils by OCA. Twitter and Facebook were updated daily. To leverage the success of the inaugural Australia Day Health Message launched by Insight in 2010, featuring national ambassador Jean Kittson and 11 women from various backgrounds (*11th Hour Ambassadors), on the eve of Australia Day 2011 Insight launched Afternoon Teal and Touch of Teal with seven media events (88% sponsored) synchronised nationally Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 9

10 in Sydney, Melbourne, Hobart, Darwin, Adelaide, Perth and Gold Coast. Featuring 7 state based celebrity ambassadors and 77 11th Hour Ambassadors, Insight successfully leveraged the statistic that 1 in 77 women will be diagnosed with ovarian cancer in their lifetime. OCAM was launched on February 1 st with a stakeholder event in Federation Square, Melbourne, incorporating national media distribution and engagement. More than 155 councils and state and federal MPs nationally supported OCAM by displaying and distributing awareness materials in their electorates and hosting Afternoon Teal events to raise awareness and funds. Throughout February, Insight implemented regular media distribution strategically targeting multiple outlets including; national, major metropolitan, regional, suburban, health, trades, specialty and social media. With 76 case studies, tailored releases for all th Hour Ambassadors and corporate partners nationally, Insight generated and distributed a total of 243 individual media releases across multiple outlets. Articles on ovarian cancer, symptoms and detection featured in television, print, radio, industry and online medical news targeting doctors and an article appeared in the health industry publication Under the Stars featuring Princess Mary s sisters on the cover. During the final week of February, street banners with OCA s Teal Ribbon and the OCA URL were positioned along major traffic points in Sydney. On the eve of Teal Ribbon Day, OCA celebrated their 10th Anniversary during a media call event on the steps of Australia s national icon, the Sydney Opera House with our celebrity ambassadors and 77 women to illuminate the iconic Sails teal, launching Teal Ribbon Day Challenges 13 major natural disasters throughout January and February Floods, Cyclone Yasi, Bushfires and the Christchurch Earthquake on the eve of Teal Ribbon Day No new medical research Limited organisational resources/budget Competed with multiple disaster media/appeals including Blue Ribbons Limited existing corporate relationships Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 10

11 Insight exceeded all goals and objectives media pieces: 24% increase 804 primary media pieces: 25% increase 38 television stories including Today Show thrice: 27% increase 46 magazine articles including Woman s Day Teal Ribbon Issue 13 page feature: 187.5% increase 300 online articles: 29% increase 243 media releases: 203% increase Social media: 457% increase Teal Ribbon sales: 150% increase Councils partnerships: 56% increase Donations: $250,000: 400% increase Touch of Teal/Afternoon Teal events/activities: 69 registered corporate events: 100% increase 174 external registered events: 335% increase Secured th Hour Ambassadors nationally: 600% increase Secured state ambassadors/spokespersons; Patricia Bailey, Jane Stephens (Princess Mary s sisters), Natasha Stott Despoja, Jean Kittson, Meshel Laurie, Alice Burton, Madeleine West, Lisa Scaffidi Delivered historic iconic national brand event: illuminating the Sydney Opera House teal Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 11

12 The OCA brand, recognition of the colour teal and key messages were delivered across multiple communication streams with posters in community and workplace, television, radio, print and online advertising, via partnerships and events and, throughout the media, effectively raising awareness of ovarian cancer and its symptoms, nationally. Insight recruited celebrity ambassadors in all states and the NT to engage state-based media and communities. Leveraging 2010 s Australia Day Health Message media event, Insight increased the number and scale of events from 1 (Sydney) to 7 nationally with 11 th Hour Ambassadors from 11 (Sydney) to 77 (11 in each state and NT) delivering an increase in ambassadors of 600%. The campaign increased Facebook friends by 457% and council engagement by 56%. Corporate partnerships were developed delivering links, sponsorship, in-kind and financial donations including $25,000 from Woman s Day, strengthening partner relationships while delivering awareness of partner brands. Media coverage drove an increase in Teal Ribbon sales by 149% with events and fundraising activities generating donations of $250,000, up by 400% on The Prime Minister Julia Gillard, state and federal politicians nationally, wore Teal Ribbons in parliament and television personalities wore Teal Ribbons on camera. While the Christchurch Earthquake severely impacted on our largest media opportunity Teal Ribbon Day, Insight garnered a total of media pieces increasing mentions of key messages, OCA and spokespersons by 115%. Doctors reported an increase in women enquiring about symptoms. OCA s telephone enquiries and website visits increased by 16% to 36,152 with mobile access up by 190% effectively empowering women to seek information and early medical attention if required. The introduction of fundraising events, Afternoon Teal and Touch of Teal were highly successful in raising awareness of ovarian cancer, symptoms and increasing the number of external events nationally by 435%. The Prime Minister s partner, Tim Mathieson also hosted an Afternoon Teal at The Lodge which featured in media. Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 12

13 In 2012, OCA continued these fundraising activities demonstrating sustainability of Insight s initiatives. Although faced with enormous challenges including the greatest number of natural disasters in Australian history, Insight s Touch of Teal Campaign was highly successful in positioning OCA as the national voice of ovarian cancer, informing women about symptoms and that a Pap Test doesn t diagnose the disease, increasing corporate and community partnerships, delivering sustainable fundraising streams, and growing recognition of teal as the international colour of ovarian cancer. In achieving and exceeding all campaign goals and objectives, Insight provided more than *38 million opportunities for OCA and the key messages to be seen and heard throughout Australia. * Calculated from media circulation/broadcast statistics Insight Communications Touch of Teal Campaign Ovarian Cancer Australia 13