Lymphoedema Association Australia – Shining a Light Media Campaign
Client:
Zadro is proud to partner with the Lymphoedema Association Australia for their annual Lymphoedema Awareness Week, ‘Shine a Light on Lymphoedema’ in March.
OBJECTIVES
- To raise awareness and understanding of Lymphoedema across the wider community
- To increase member acquisition for Lymphoedema Association Australia
- To establish relationships with government, health professionals and media
- To build a stronger and more connected community between members
STRATEGY
- Zadro led the strategic development sessions to create the name, objectives and key messages for the awareness week, and supported in the development of tactics for the campaign
- Zadro developed a strategy for distributing a media alert and media release highlighting the locations where landmarks would turn blue
- Zadro developed a highly targeted media list including mass publications and media in local areas where landmarks were being turned blue (broadcast, radio, print & online)
- A list of spokespeople in each state and territory was developed, with Zadro preparing a speaker brief to ensure all were across important information about the campaign and tips for speaking with media
- Zadro hosted a briefing with spokespeople to answer questions and run through examples of questions
RESULTS
- 15 pieces of coverage were secured across newspapers, online publications, radio and television
- An interview was secured for a person living with Lymphoedema with Newcastle Herald and the article was syndicated across four other publications
- Channel 7 News Townsville interviewed a person living with Lymphoedema
- Channel 10 News Adelaide featured the blue landmarks in their nightly bulletin
- A successful campaign that can be easily built upon year-after-year
