BREAKTHROUGH SUMMIT ON WOMEN, FAITH & DEVELOPMENT 2009: Axiom was asked by the Summit Steering Committee to develop a targeted publicity campaign, reaching federal and state policy decision makers and senior professionals to generate understanding and support for this ground-breaking global Summit on challenges facing the poorest of the world's poor - women and girls. It was attended by some of the world's most influential women in the aid and development field, as well as some of the most powerful NGOs. Its keynote speaker was the Deputy Secretary-General of the United Nations, Ms Thoraya Obaid. Axiom achieved comprehensive quality coverage in broadsheet press, extensive radio support (including a 45 minute live broadcast from the Summit by ABC Radio 774), and excellent profile on television current affairs.
VICTORIAN WOMEN'S TRUST: "Be The Hero!" is a groundbreaking new domestic violence prevention program targeting teenage boys in schools, developed by VWT & VicHealth, launched in September 2009 across Victoria. Axiom provided the strategic communication framework involving pre-promotion to teachers & education specialists, launch event, targeted statewide media campaign and supporting materials. Reaching teenage boys with valid messages that resonate is always difficult, so Axiom's strategy was to target their influencer networks, using their school environment, celebrity ambassadors and peers to generate support.
EXTENDED FAMILIES AUSTRALIA: In a contracting role, Erica implemented a Victorian media relations campaign in 2009 aimed at recruiting volunteers to act as extended family members for children with disabilities and their families. The organisation's 30th anniversary was the angle used to generate press and electronic media interest. Localised case studies of 'matched' families and volunteers were used to garner support for the organisation and encourage community members to become involved.
VICTORIAN WOMEN'S TRUST, CENTENARY OF SUFFRAGE WOMEN'S ANTHEM: November 2008 saw the Centenary of Women's Suffrage in Victoria. To commemorate this important milestone VWT commissioned a Women's Anthem, performed by volunteers from across Victoria. Axiom used this Anthem as a 'hook' to promote women's rights, women's political voice, and as a call-to-action for women to play a more vocal role in their communities. This Anthem generated extensive high quality coverage eg. television feature, metro newspaper features, radio interviews and prominent articles in suburban & regional media, achieving VWT's goal of raising awareness about women's roles in political & community life.
MEN’S HEALTH CHALLENGE: Axiom was engaged by Department of Planning & Community Development from October 2006 to March 2008 to deliver a multi-faceted, segmented communication strategy to deliver the Go For Your Life Get Active Challenge. Focused squarely on men, with the aim to increase men’s health awareness, and lead to behaviour change in their physical activity and lifestyle choices and working in partnership with the DVC Project Team, Axiom was able to deliver a carefully considered strategic solution to engage men to take responsibility for their own health and wellbeing. The exciting results showed more than 78% of participant completed the 10 week program, and about 90% were able to achieve at least one of their personal goals. And amazingly, more than 75% of participants said they planned to continue with their new healthier lifestyle post-Challenge.
LIFEGIFT ORGAN DONATION SERVICE: For three years Rosemary provided ongoing strategic communication advice to support LifeGift’s annual Awareness Week campaign to encourage greater participation in organ donation. Responding to the groundswell of community support after the death of cricketer David Hookes, LifeGift was able to boost its media presence in all metropolitan, suburban and regional media across Victoria. It achieved measurable increases in registration on the National Organ Donor Register, and far more open community discussion about the importance of organ donation.