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