Going national to recruit for Guide Dogs Australia
Who wouldn’t jump at the chance to cuddle an adorable Guide Dog puppy? What if you were given the option to keep one for a little while? Our social change PR team recently rolled out a recruitment campaign for Guide Dogs Victoria to spread the word about the growing need for puppy raisers across Australia, securing an interview with ABC News Breakfast to help recruit for the envious role.
With two small puppies trailing behind her, Charlie Spendlove of Guide Dogs Victoria joined Ali and PK on the ABC News Breakfast couch to chat about what is involved in being a puppy raiser.
Can you help house a Guide Dog puppy? PK and Ali meet Charlie Spendlove from Guide Dogs Victoria and two of her special friends pic.twitter.com/sfBvAGkyqi
The interview was broadcast nationally across ABC and ABC News 24 a total of five times, with a potential audience of 1,237,000 viewers.
It was also published on ABC News Breakfast’s Facebook and Twitter, receiving over 14,000 views online and a 93 on the Keep Left Impact Score. Most importantly, this piece of earned media resulted in a jump of 233 hits to the puppy raising page and a 450% increase in puppy raiser inquiries that day.
Keep Left have been working with Guide Dogs Victoria for the past four years to deliver a comprehensive PR strategy for the work it does in helping individuals and families of those who are blind or have low vision.
Wesley Mission Victoria takes a different approach for its Christmas content marketing campaign…
In July of this year, The Age reported an 82 per cent increase in young people being registered as homeless in Victoria, and in its most recent census the Australian Bureau of Statistics (pdf) recorded that more than 22,000 people were experiencing homelessness in the state.
It’s a harrowing reality that homelessness in Victoria is on the rise and can happen very quickly.
But there is fantastic support being provided across the state to help those in need.
These are the faces of the families, men and women who have come to Wesley for support and food assistance throughout the year, and the unsung heroes – donors and volunteers who have contributed to the organisation’s Food for Families appeal over the past 25 years, ensuring that families in crisis can receive a helping hand when they need it most.
With Keep Left’s help, Wesley Mission Victoria wanted to amplify its flagship Christmas appeal by celebrating its loyal contributors through engaging, humanised content inspired loosely by Humans of New York.
“These individuals are just some of our amazing ambassadors, who are helping to feed those in need across our state, and who have come to Wesley for assistance and support while getting back on their feet,” says Rebecca Stoel, Wesley Mission Victoria.
“In addition to highlighting all the rational reasons for why donations are so important, in 2016 we wanted to build a stronger emotional connection among potential donors and the campaign.
“Keep Left helped us evolve our storytelling approach through this series of personal, intelligent and inspiring personal stories. The 25 faces of Food for Families paint an amazing picture of the incredible effort that people go to, year after year, to make a difference to others less fortunate,” Rebecca added.
Our content production team packed its cameras and met the characters who all play a role in Wesley’s Food for Families appeal, to develop these 25 individual stories.
So far, the content has been well received with Wesley increasing traffic to the site with several thousand clicks to the stories since launching, 3,500 Facebook interactions and 1,750 Twitter views. And donations are coming in strong too – with 370 schools, workplaces and schools already registered, and over 3,000 boxes and bags already out in the community being filled.
PR is being rolled out as of the 1st December to help strengthen the content strategy.
You can check out some of the 25 faces of Food for Families by heading to Facebook or the website.
Launching a new branded milk into an already crowded category defined by low consumer engagement and price competition is no mean feat. Keep Left was tasked with reigniting the emotion around milk, getting discerning consumers interested again and supporting sales with the launch of Fonterra’s first branded milk offering, Anchor Milk. Our approach? Milk redefined – A multi-channel PR, influencer and content production campaign that got the nation talking. It’s beautiful milk and we highly recommend you grab a bottle and check out the recipes at www.anchordairy.com.au/milk-redefined.
The power of a good Instagram or Facebook post – that hits the right audience, with the right message, at the right time – can be transformative for brands and campaigns as part of an integrated public relations campaign. As part of our Tech Series, we’re shining the light on influencer marketing platform Hypetap this month, which we’ve been trialling with a few clients. They also just got a nice mention in The Age’s small business section. Meet Detch and Nik from Hypetap.