How often are we called in to organisations wanting instant results without putting in the hard yards? Too often these days, sadly: and yet investing in time and money to produce a strategy that is multi-pronged and works is worthwhile.
There is no doubt that building a successful campaign can be a challenge. Deadlines and tight budgets do get in the way, as does that desire for instant gratification.
A group of organisations was working on changing the law about forced marriage in Australia. They had many ideas and knew what they wanted to achieve but did not know how to do it.
Our approach at MediaWise uses thought, planning and action to develop and deliver successful strategies.
Our Hidden Exploitation campaign about getting legislative change against forced marriage in Australia resulted in just that: the law was changed. The campaign also succeeded in raising the profiles of the organisations involved, reaching new audiences, and driving donations.
This campaign began with understanding the current context about forced marriage in Australia.
If you don’t think, research and monitor, how do you know what you are dealing with? If you are working in the same old mindset and it is not delivering, what do you need to know to create a new mindset?
- How is forced marriage currently perceived in Australia?
- Who are the people involved for and against changing the law?
- Is there a difference between the conversation on social and traditional media?
From this we were able to identify target audiences and, based on the conversations they were having, we created specific messages for each audience.
We went a step further, and developed messages for each platform we were going to use from Twitter through to traditional press, Facebook to LinkedIn.
We decided against a broad reach approach for this campaign, and instead focused our attention on pitching to specific journalists.
We concentrated on reaching journalists with an interest in law, social affairs, women and gender equality; we moved onto opinion and thought leaders; and finally reached out to early general news and especially television.
Part of the campaign revolved on research into forced marriage, including the status quo, interviews with women who were experiencing forced marriage, and future directions.
The research was released in two parts: an executive summary and a comprehensive report.
The executive summary was used to reach media and politicians, while the full report was sued to engage with politicians, faith leaders, women’s groups and other social justice organisations.
Both were critical to the strategy to encourage groundswell support for legislative change.
- Did legislation change happen?
- Did the campaign succeed increase share of voice?
- Did the campaign increase coverage in target publications?
- Did the campaign increase coverage related to core topics?
- Were key messages conveyed?
- Which ones were most successful?
- How many people did the campaign reach?
The law was changed. The importance of strategy was understood, and a lot of coffee was drunk.
The group continues to commission research to measure the impact, and to raise funds for support groups.