Communications Consultant Haley Price M: 0423 139 163 E: [email protected] ABN: 63323751422
Crohn’s and Colitis Australia Results & Evaluation Daniel Searle Campaign July 2014
Introduction
Crohn’s and Colitis Australia (CCA) engaged Panache Public Relations to run a publicity and stakeholder engagement project to support the fundraising efforts of 26‐year‐old Daniel Searle from 18‐25 July 2014. Daniel had committed to reinventing Bethany Townsend’s viral photograph by posing in a bikini, in return for raising $2000 for Crohn’s and Colitis Australia.
Implementation
Friday 18 July Meeting with Daniel Searle and Daniel’s employer Patrick Harman to discuss time requirements and logistics for the proposed publicity campaign. Investigated and confirmed site for the media call (bikini reveal), along the Brisbane River. Contacted Holy Spirit Northside Hospital’s CEO, Media Officer and Gastroenterologist A/Prof Benedict Devereax to arrange the media call (clinical setting.) Contacted CCA ambassador Pete Timbs to leverage his media contacts in the Brisbane region. Confirmed all details for media call. Locked in professional photographer for media call, free of charge. Preliminary pitch to The Courier Mail.
Saturday 19 July Conducted lengthy interview with Daniel and provided media training/insights ahead of proposed media activity. Liaised with the Northshore Riverside Café to confirm logistics for media call outside the venue. Produced poster to support social media activity and publicity via numerous channels including Daniel’s personal channels, Daniel’s employer, CCA and the Northshore Riverside Café.
Sunday 20 July Compiled draft media release for sign‐off. Wrote all media pitches.
Monday – Thursday 21 July Outreach to key targets across TV, print, radio and online in Brisbane and in Grafton. Shopping for required props for media call (Bikini, zinc, hibiscus lay, etc.) Coordinated photo shoot with MX. Arranged photo and media materials for Daily Examiner in Grafton.
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Communications Consultant Haley Price M: 0423 139 163 E: [email protected] ABN: 63323751422
Arranged photo and interviews for Quest Newspapers in Brisbane. Sought to arrange radio interviews. Ongoing support for Daniel’s campaign via social media. Key message development and briefing for key stakeholders. Media call distribution and RSVP follow‐up ahead of Friday.
Friday 25 July Followed up media call, confirming attendance from Channel 9, Channel 7 and Quest Newspapers. Coordinated all stakeholders at Holy Spirit Northside and outside the Northshore Riverside Café, for the media call. Ongoing support for Daniel’s campaign via social media, including liaising with CCA to produce regular feeds of photos and content via their available channels.
Results
Key results from this campaign included:
Helping to drive Daniel’s fundraising efforts, which resulted in more than doubling his goal and reaching $4,299 to date. National print coverage in MX, including a photo and caption. Print coverage in QLD via Quest Newspapers, including feature article and photos. Online coverage via The Courier Mail, Quest Newspapers and The Australian online, including feature article and photos. Coverage via Crohns News online, including a news story and link to Channel 7’s story. National TV media coverage via Channel 9’s 3:00pm news bulletin. TV coverage in QLD via Channel 7’s 6:00pm news bulletin and coverage via Yahoo 7 online (video clip and written article.) Social media engagement with the international, Crohn’s & Colitis community, which included direct engagement and recognition for the campaign from Bethany Townsend in the UK. Long‐lead radio opportunity is being developed with ABC612 in Brisbane, which may include a feature about the impact of Crohn’s & Colitis with respected Journalist Kelly Higgins‐Devine.
Key Contacts
CCA has requested the details of key contacts for this campaign, which may be receptive to future engagement with the organisation:
Clare Hunter, Journalist Channel 9 Brisbane, m0421 162 286 // [email protected] Georja Ryan, Journalist The Daily Examiner Grafton, m0423 385 358 // [email protected] Alicia Nally, Journalist Quest Newspapers, 07 3666 6780 // [email protected] Jacinda Tutty, MX Reporter Brisbane, 07 3666 6826 // [email protected] Janelle Miles, Health Reporter Courier Mail Brisbane, 073666 8000 // [email protected]
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Communications Consultant Haley Price M: 0423 139 163 E: [email protected] ABN: 63323751422
Brittany Vonow, General Reporter Courier Mail Brisbane, 07 3666 8000 // [email protected] Laura Chalmers, Health Reporter Courier Mail Brisbane, 07 3666 8000 // [email protected] Kelly Higgins‐Devine, ABC612 Presenter Brisbane, 07 3377 5222 // [email protected] Patrick Harman, G.James Glass & Aluminium Manager, 0413 345 789 // [email protected] Nick Evans, Nick Evans Photography, m0401 179 036 // [email protected] A/Prof Benedict Deveareax, Gastroenterologist Holy Spirit Northside Hospital, m0403 469 769 // [email protected]
Available Media Clips
The Australian: http://www.theaustralian.com.au/news/brisbane‐project‐manager‐daniel‐searle‐reveals‐all‐in‐fight‐for‐ crohns‐disease‐and‐colitis‐cure/story‐e6frg6n6‐1227001761159
The Courier Mail / Quest Community Newspapers: http://www.couriermail.com.au/questnews/north/brisbane‐project‐manager‐daniel‐searle‐reveals‐all‐in‐ fight‐for‐crohns‐disease‐and‐colitis‐cure/story‐fni9r1kg‐1227001761159
The Daily Examiner:
Article unavailable online, a copy is being sourced.
Channel 7: https://au.news.yahoo.com/qld/video/watch/24552410/crohn‐s‐disease‐sufferer‐poses‐for‐photo‐shoot/
Yahoo 7 Online: https://au.news.yahoo.com/qld/a/24549926/man‐with‐crohns‐disease‐almost‐bares‐all/
Channel 9:
Video unavailable online.
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Communications Consultant Haley Price M: 0423 139 163 E: [email protected] ABN: 63323751422
MX:
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