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Lymphoedema Association Australia – Shining a Light Media Campaign

Client:

Gallery Images(1920x1080)-Lymphoedema

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

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