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