Red Shield Appeal

This massive PR campaign was simply designed to dominate media exposure for The Salvation Army’s huge annual fundraiser. The model Media Key has created provides multi-layers of media exposure and phenomenal value.

The coverage generated was independently analysed by MediaScape (Australia’s biggest independent media valuation service) as worth $15.6 million. The television coverage alone was worth $12.7 million.

Highlights included:

50 television interviews and news pieces about the launch of the Red Shield Appeal took place.

TV coverage included the following shows:

  •   ABC News Breakfast
  •   Channel 9’s Today Show
  •   Channel Ten’s Breakfast
  •   The Project on Channel Ten
  •   Sky News
  •   Channel Ten’s Evening News
  •   Sunrise on Channel 7
  •   Channel 7 Early Morning News
  •   Sky Business News
  •   ABC Midday News
  •   ABC News 24
  •   Channel 7 Afternoon News
  •   Afternoon Live on News 24
  •   ABC TV’s Lateline
  •   SBS World News
  •   Ten News, Sydney and Melbourne
  •   ABC Sydney – syndicated around the ABC Network
  •   Channel 7 Melbourne
  •   Channel 10 Melbourne
  •   Channel 9 Melbourne
  •   Triple M, Melbourne
  •   Channel 10 Brisbane
  •   Channel 7 Brisbane
  •   Channel 10 Adelaide
  •   Channel 9 Adelaide
  •   Channel 7 Adelaide
  •   Channel 10 Perth
  •   Channel 9 Perth
  •   WIN Hobart
  •   Southern Cross Launceston
  •   ABC Darwin
  •   Southern Cross Canberra
  •   WIN TV Canberra
  •   NBN Newcastle
  •   Prime Orange
  •   Prime Tamworth
  •   Prime Wagga
  •   Win Orange
  •   Win Wagga
  •   Win Wollongong
  •   WIN Canberra
  •   Prime Ballarat
  •   WIN Ballarat
  •   Win Mildura – later today
  •   WIN Traralgon via Mildura
  •   WIN Maroochydore via Rockhampton
  •   Southern Cross Tasmania
  •   WIN Tasmania
  •   WIN Griffith
  •   WIN Hervey Bay

Many TV programs mentioned the Appeal thanks to Media Key’s work. These included the following:

  •   Today Tonight, national – Channel 7
  •   Today Show, national – Channel 9
  •   Weekend Today Show, national on Channel 9
  •   The Circle, national on Channel 10
  •   Breakfast, national on Channel 10
  •   Sunrise, national on Channel 7
  •   The Morning Show, national on Channel 7
  •   The Project, national on Channel 10
  •   Channel 10 News (Melbourne)
  •   Australia’s Funniest Home Videos, national on Channel 9
  •   News Breakfast, national on ABC TV
  •   A Current Affair, national on Channel 9
  •   Better Homes and Gardens, national on Channel 7
  •   The Possum Club, Prime TV
  •   Saturday Disney, national on Channel 7
  •   Toasted TV, national on Channel 11
  •   Getaway – national on Channel 9
  •   AFL Game Day – Channel 7
  •   Sunday Footy Show – Channel 9
  •   Landline – ABC Channel 2
  •   Rugby Club – Channel 9
  •   Sunday Footy Show – Channel 9
  •   Footy Classified – AFL
  •   Footy Classified – NRL
  •   The Game Plan – AFL
  •   The Game Plan – NRL
Media launches in Sydney, Melbourne, Canberra, Adelaide, Launceston, Brisbane and Darwin took place as part of the campaign.

Leader Newspapers in Melbourne and Cumberland Newspapers in Sydney substantially supported The Red Shield Appeal.

Many major papers covered the Appeal including:

  •   The Daily Telegraph, Sydney
  •   Sydney Morning Herald
  •   The Herald Sun, Melbourne
  •   Canberra Times
  •   The West Australian – ran a front page piece
  •   The Mercury, Hobart
  •   The Adelaide Advertiser
  •   Northern Territory News, Darwin
Media Key generated 15 metropolitan and national feature radio interviews – covering all cities of Australia and over 80 radio interviews covering all states and territories.

We also generated 200 separate newspaper photo shoots for the campaign…a massive exercise and coordinated all the shoots.

Swim and Survive

For Royal Life Saving, Media Key created a large scale PR campaign to highlight that 1 in 5 Australian kids leaving primary school has virtually no swimming skills.

The hard hitting campaign included large scale TV pieces, huge print exposure and many radio interviews plus social media activity and a call to action for members of the public to sign a petition demanding change. Over 13,000 people signed as a result of our work.

Media Key generated over $7 million worth media coverage for the campaign.

TV exposure was – put simply – huge. There were 39 television pieces including 9 national television pieces including:

  •   The Today Show
  •   Sunrise
  •   Sky News
  •   ABC News Breakfast
  •   Ten Morning News
  •   Channel Ten’s Breakfast
  •   The Project
  •   SBS World News
  •   ABC News 24
  •   Seven News, Melbourne
  •   Seven News, Sydney
  •   Channel 9, Melbourne
  •   Channel 10, Melbourne
  •   Channel 10 Brisbane
  •   Channel 10 Adelaide
  •   Channel 9 Afternoon News, Melbourne
  •   Channel 10, Melbourne Ten Late News
  •   Channel 10 Perth
  •   Channel 9, Darwin
  •   WIN TV Hobart
  •   ABC TV Darwin
  •   Southern Cross Ten, Canberra
  •   WIN Canberra
  •   ABC Canberra
  •   WIN Wide Bay, Bundaberg
  •   WIN Townsville
  •   WIN Rockhampton
  •   WIN TV, Coffs Harbour
  •   WIN Cairns
  •   WIN Toowoomba
  •   WIN Sunshine Coast
  •   WIN Hobart
  •   Prime Tamworth
  •   NBN Coffs Harbour
  •   Seven Cairns
  •   Seven Sunshine Coast
  •   Seven Mackay
  •   Prime North Coast, Lismore
  •   Seven Townsville
  •   Over 120 newspaper pieces were generated.

Over 95 radio interviews were generated including:

  •   Radio National Breakfast with Fran Kelly
  •   ABC Connect Asia
  •   2GB, Sydney
  •   2UE, Sydney
  •   2SM, Sydney
  •   2WS, Sydney
  •   Mix 106.5, Sydney
  •   4BC, Brisbane
  •   ABC Radio Brisbane
  •   4BH, Brisbane
  •   4KQ, Brisbane
  •   97.3, Brisbane
  •   B105, Brisbane
  •   Triple M, Brisbane
  •   5AA, Adelaide
  •   ABC Adelaide
  •   ABC Radio Hobart
  •   2CC, Canberra
  •   FM 104.7, Canberra
  •   Mix 106.3, Canberra
  •   2CA, Canberra
  •   ABC Statewide, NSW

Media Key arranged for major newspaper chains to support the initiative including Cumberland Newspapers in Sydney, Quest Newspapers in Brisbane, Messenger Newspapers in Adelaide and Leader Newspapers in Melbourne.

This huge support resulted in the petition – demanding swimming lessons becoming compulsory in all schools – being signed by over 13,000 people across the nation.

The issue is now firmly on the national agenda and the Federal government are now analysing what needs to happen next.

Able Australia

This extensive PR campaign raised the profile of deafblindness in Australia. Media Key highlighted that there will be over a million deafblind Australians by 2050 and a huge crisis on deafblindness is looming for Australia with hidden costs of at least $10 billion.

3 national television pieces were in place including ABC News Breakfast, Channel Ten’s Breakfast and Channel Ten’s The Circle.

Media Key generated over $7 million worth media coverage for the campaign.

Over 65 radio interviews took place including:

  •   Gold 104.3 Melbourne
  •   Mix, Melbourne
  •   FIVEaa, Adelaide
  •   6PR, Perth
  •   6IX, Perth
  •   96 FM, Perth
  •   2SM, Sydney
  •   2GB, Sydney
  •   2CH, Sydney
  •   702 ABC Sydney
  •   2UE, Sydney
  •   2UE, Sydney
  •   SBS Radio 97.7 FM
  •   2UE, Sydney
  •   ABC Canberra
  •   ABC Sydney
  •   4BC, Brisbane
  •   ABC Statewide Victoria
  •   BAY FM, Geelong
  •   2ST, Nowra
  •   3YB, Warranambool
  •   2GN, Goulburn
  •   2PK, Parkes
  •   ABC Tropical North, Mackay
  •   4GY, Queensland
  •   2DU, Dubbo
  •   Radio Goolari, Broome
  •   5MU, Murray Bridge
  •   2TM, Tamworth
  •   WAY FM, Launceston
Swimmer Duncan Armstrong and comedian Mark Mitchell supported the campaign

Many newspapers across the country ran pieces about the campaign

Alcohol Awareness

The national Alcohol Awareness campaign creates more debate in the community about alcohol, how it is used and the impact it can cause. Over $3.5 million worth of media was generated through pure PR activity.

Our significant campaign has a strong news base.

The research released revealed 4.2 million people say they know families where they think children are not being properly cared for because of someone’s alcohol abuse and 2.9 million people say they know families where they think that children may be unsafe because of someone’s alcohol abuse.

Highlights of the campaign included:

8 national television pieces were generated including:

  •   The Today Show on Channel 9
  •   Channel Ten’s Breakfast
  •   Channel 7’s Sunrise
  •   ABC TV’s News Breakfast
  •   News 24, Ten’s Morning News
  •   Mornings on Channel 9
  •   ABC Television prime time news
  •   Channel Ten prime time news

Overall there were around 60 television pieces in place including:

  •   ABC Brisbane
  •   WIN Canberra
  •   ABC Darwin
  •   Channel 9 Darwin
  •   Channel 9 Adelaide
  •   Channel 10 Adelaide
  •   ABC Adelaide
  •   Channel 10 Perth
  •   Channel 7 Perth
  •   ABC Hobart
  •   WIN Hobart
  •   Southern Cross TV, Tasmania
  •   ABC Canberra
  •   Prime Tamworth
  •   Prime Orange
  •   Prime Albury
  •   Prime North Coast
  •   WIN Wagga
  •   WIN Albury
  •   WIN Orange
  •   WIN Wollongong
  •   Seven Sunshine Coast, Maroochydore
  •   Seven Townsville
  •   WIN Mackay
  •   WIN Toowoomba
  •   WIN Maroochydore
  •   WIN Bundaberg
  •   WIN Cairns
  •   WIN Rockhampton
  •   WIN Mt. Gambier
  •   Southern Cross, Broken Hill
  •   WIN Bendigo
  •   WIN Shepparton
  •   WIN Mildura
  •   WIN Gippsland
  •   Prime Taree
  •   NBN Newcastle
  •   Prime Ballarat
  •   WIN Ballarat
  •   WIN Traralgon
  •   Prime Wagga
  •   Seven Cairns
  •   Southern Cross, Port Pirie
  •   NBN Coffs Harbour
  •   WIN Riverland
  •   GWN Bunbury
  •   WIN Dubbo
  •   WIN Townsville
  •   WIN Hervey Bay
  •   Seven Bundaberg
  •   Seven Mackay
Over 160 radio stations ran pieces/interviews on this campaign.

29 metropolitan stations did news interviews generated by Media Key in a blitz on news desks.

Launches were done in each capital city – coordinated by Media Key.

There was coverage in numerous national/metropolitan papers including The Australian, Sydney Morning Herald, Herald Sun, Daily Telegraph, West Australian and the Northern Territory News.

National Indigenous Drug and Alcohol Committee

Major Report on indigenous prisoners and the need for them to be diverted into treatment

Media Key was engaged to raise awareness about the need for non-violent indigenous offenders to be diverted into treatment because data shows that $111,000 can be saved per year per offender by diverting non-violent Indigenous offenders into treatment instead of prison.

Significant exposure has created more debate about the topic.

This included:

  •   4 national television pieces including a major interview on ABC News Breakfast, a full report / package on ABC 7.30 and extensive coverage SBS TV News and NITV News
  •   6 major ABC TV news services in capital cities ran stories in prime time in Sydney, Melbourne, Brisbane, Adelaide, Darwin and Canberra.
  •   ABC’s high rating Q&A picked the issue up and discussed it for over 2 minutes in prime time.

119 radio interviews were generated for the campaign including:

  •   ABC Radio’s AM program
  •   Triple J’s ‘The Hack’ program
  •   ABC Melbourne’s Jon Faine program
  •   SBS Radio’s Living Black
  •   SBS Radio News
  •   2CC, Canberra
  •   2CA, Canberra
  •   2GB, Sydney
  •   2CH, Sydney
  •   2Day FM, Sydney
  •   Triple M, Sydney
  •   2UE, Sydney
  •   2WS, Sydney
  •   Mix 106.5, Sydney
  •   ABC Sydney
  •   4BC, Brisbane
  •   4BH, Brisbane
  •   ABC Darwin
  •   6PR, Perth
  •   6IX, Perth
  •   96 FM, Perth
  •   Radio Adelaide
  •   Black Chat on Koori Radio

Print media coverage included:

  •   The Australian Associated Press ran a piece
  •   The Australian newspaper ran an extensive piece
  •   Sydney Morning Herald published an opinion piece in relation to the report
  •   The Canberra Times ran an extensive piece
  •   National Indigenous Times ran an extensive piece
  •   Koori Mail ran a piece
  •   The West Australian ran a piece

Keep Watch

This campaign was built to alert the public to the need to always watch children / toddlers around water because data shows too many toddlers are still drowning – often in backyard pools.

5 national television pieces were generated for the campaign. On top of this there were numerous other television pieces.

These included:

  •   Channel 7’s Sunrise
  •   Channel Ten’s Morning News
  •   Channel Ten’s The Project
  •   Sky News
  •   ABC News 24
  •   Channel 9, Darwin
  •   Channel 10, Brisbane
  •   ABC News, Melbourne
  •   Channel 10 Melbourne
  •   ABC News, Brisbane
  •   ABC Perth
  •   WIN Television, Canberra
  •   WIN Television, Hobart
  •   Southern Cross Hobart
  •   WIN Television, Wollongong
  •   WIN Television, Orange

The Australian newspaper ran a piece in page 3 of the paper.

Over 90 radio interviews took place including:

  •   5AA, Adelaide
  •   B105, Brisbane
  •   2UE, Sydney
  •   2SM, Sydney
  •   2Day FM, Sydney
  •   Triple M, Sydney
  •   2GB, Sydney
  •   2CH, Sydney
  •   2CC, Canberra
  •   2CA, Canberra
  •   Mix 104.7, Canberra
  •   Mix 106.3, Canberra
  •   4KQ, Brisbane
  •   ABC Radio, Sydney
  •   ABC Radio, Brisbane
  •   ABC Radio, Hobart
  •   4BC, Brisbane
  •   Triple M, Brisbane
  •   Mix 102.3, Adelaide
  •   Nova 91.9, Adelaide
  •   SA FM, Adelaide
  •   Triple M, Adelaide
  •   Gold 104 FM, Melbourne

Media Key also generated 40 separate photo shoots across the nation for campaign representatives to do including:

  •   Melbourne Weekly Bayside
  •   St George & Sutherland Shire Leader
  •   Northshore Times, Chatswood
  •   Northern District Times, Chatswood
  •   Geelong Independent
  •   Bankstown-Canterbury Torch
  •   Gladstone Observer
  •   Cranbourne News
  •   Manly Daily
  •   Fraser Coast Chronicle
  •   The Hills News
  •   Newcastle Post
  •   Daily Liberal, Dubbo
  •   Bayside Leader
  •   Whitehorse Leader
  •   Casey Weekly
  •   Pakenham-Berwick Gazette
  •   Berwick Leader
  •   Hornsby & Upper North Shore Advocate
  •   Northern Daily Leader, Tamworth
  •   Rockhampton Morning Bulletin
  •   Penrith Press
  •   Redcliffe & Bayside Herald
  •   Coffs Harbour Advocate
  •   Macarthur Chronicle

Mental Illness Fellowship of Australia – Launch of MiNetworks

Media Key created an extensive campaign to highlight that at least 100,000 people with mental health issues are now missing out on essential mental health services and less than 50% of people with mental health illness are accessing services.

The campaign also pointed out that it is now estimated the productivity losses linked to joblessness amongst people with a mental illness has now reached at least $10 billion annually and people with serious mental illness have now become some of the most economically and socially marginalised people in society.

Television pieces included:

  •   ABC News Breakfast
  •   Channel Ten’s Morning News Bulletin
  •   Sky News
  •   WIN TV Canberra
  •   Southern Cross TV in Hobart
  •   WIN TV news Hobart
  •   Channel 9 Darwin.

A number of capital city papers did stories including the Canberra Times and Northern Territory News

Over 75 radio interviews took place including:

  •   ABC Radio’s National Breakfast program with Fran Kelly
  •   ABC’s The World Today
  •   ABC Sydney
  •   ABC Canberra
  •   ABC Hobart
  •   ABC Brisbane
  •   2UE, Sydney
  •   5AA, Adelaide
  •   6PR Perth
  •   River 949, Brisbane
  •   ABC Sydney
  •   2Day FM, Sydney
  •   Triple M, Sydney
  •   2SM, Sydney
  •   2GB, Sydney
  •   2CH, Sydney
  •   2UE, Sydney
  •   2WS, Sydney
  •   Mix 106.5, Sydney
  •   SBS, Sydney
  •   2CC, Canberra
  •   2CA, Canberra
  •   Fox FM, Melbourne
  •   Triple M, Melbourne
  •   3AW, Melbourne
  •   SEN, Melbourne
  •   3MP, Melbourne
  •   Magic FM, Melbourne
  •   4BC, Brisbane
  •   4BH, Brisbane
  •   4KQ, Brisbane
  •   97.4 FM, Brisbane
  •   ABC Perth
  •   6PR, Perth
  •   96 FM, Perth

National Friendship Day

Media Key has run numerous campaigns for Walt Disney consumer products on friendship. The campaigns have strongly linked friendship and Winnie The Pooh (Pooh is the UN international ambassador for friendship).

Our role included everything from creating the shape of the campaign, advice on which charities to support, locking in huge media partners and obtaining the support of high level celebrities.

A major free event held for Friendship Day attracted over 200,000 visitors. Incredibly, no advertising was used for the event … all the promotion was done by Media Key.

Highlights included:

  •   Media exposure was valued at $5.7 million
  •   TV personality John Wood worked with Media Key on Disney’s Friendship Day
  •   TV coverage on many major TV shows
  •   Magazine coverage spreading over 8 pages in The Australian Women’s Weekly … Media Key arranged the full support of AWW.
  •   Partnerships with radio stations who contributed over $150,000 worth of free airtime and helped drive 200,000 people to one event stage for Friendship Day.
  •   Magazine coverage in many publications including NW, TV Week and other magazines.
  •   21 separate magazines ran pieces
Over 150 newspapers ran pieces to support the campaign as a result of media selling

Consumers Health Forum’s Ambulance campaign

A major news campaign was developed to highlight that hundreds of thousands of people currently do not call out an ambulance because of perceived cost.

The campaign highlighted there is huge funding confusion around ambulance services has to be dealt with because ambulances are free in Queensland and Tasmania and not anywhere else.

The campaign’s TV exposure alone was worth around $1.5 million.

A number of TV programs did interviews including:

  •   Sunrise on Channel 7
  •   Today Show on Channel 9
  •   News Breakfast on ABC TV
  •   The Project on Channel 10
  •   WIN TV News, Canberra

Over 35 radio interviews were generated for the campaign. These included:

  •   Radio National Breakfast’s Fran Kelly show
  •   5AA, Adelaide
  •   ABC Canberra
  •   6PR, Perth
  •   2CC, Canberra
  •   ABC Canberra
  •   2Day FM, Sydney
  •   Triple M, Sydney
  •   2GB, Sydney
  •   2CH, Sydney
  •   2WS, Sydney
  •   2SM, Sydney
  •   Mix 106.5, Sydney
  •   Gold 104.3, Melbourne
  •   Mix 101.1, Melbourne
  •   6PR, Perth
  •   96 FM, Perth
  •   5MU, Murray Bridge
  •   2ST, Nowra
  •   2DU, Dubbo
  •   2GN, Goulburn
  •   2NZ, Inverell
  •   2XL, Cooma
  •   2NM, Musswellbrook
  •   2EC, Bega
  •   2RG, Griffith
  •   Star FM, Griffith
  •   2WG, Wagga Wagga
  •   Star FM, Wagga Wagga
  •   3YB, Warrnambool
  •   2TM, Tamworth
  •   2HD, Newcastle
  •   2LT, Lithgow
  •   ABC Riverland and Mallee
  •   2DU, Dubbo
  •   2NM, Muswellbrook
  •   3BA, Ballarat
  •   ABC Goldfields, Esperance
  •   2TM, Tamworth

A number of papers ran a piece about the campaign including:

  •   The Australian
  •   Sydney Morning Herald
  •   The Adelaide Advertiser
  •   West Australian
  •   news.com.au

The Intensive Care Appeal

Media Key has run numerous campaigns to promote the appeal which is an initiative of the Australian and New Zealand Intensive Care Foundation in partnership with the ANZ

The appeal raises money to help intensive care units save more lives.

Highlights of the PR campaign included:

  •   The media exposure was valued at $3.9 million
  •   Huge celebrity support from over 30 top names including James Bond star Pierce Brosnan, David Boon, Tracey Wickham, Mark Taylor and General Peter Cosgrove
  •   Woman’s Day ran 2 major editorial pieces to support the appeal with Olympic legend Debbie Flintoff-King urging Australians to help save a life
  •   The Prime Minister of Australia (following Media Key’s approach) launched the appeal at an event that gave strong exposure to the foundation and the ANZ
  •   11 different TV shows gave exposure to the appeal including numerous national programs such as Today Tonight, the 7.30 Report, Sunrise, National Nine News, Sports Tonight and others.
  •   Media Key locked in 8 separate capital city radio station partners promoted the appeal
  •   Over 300 separate papers ran giveaways to promote the appeal and the ANZ’s involvement – giving the campaign enormous print media exposure. Put simply over half of all Australian newspapers gave exposure to this initiative and to the ANZ.
  •   Prime Television donated a substantial amount of regional television airtime free of charge to support the appeal and made a free TV ad