Written Lucia McCabe

Competitions and grant programs have been part of the PR and communications landscape for decades. They offer a practical way to find authentic stories, identify credible case studies, and turn audiences into active participants, rather than passive recipients.

They also provide measurable engagement through entries, shares and extended dwell times, making it easy to track impact and reach. Furthermore, these models integrate seamlessly across PR, social, content and CSR campaigns, amplifying both engagement and effectiveness within a holistic communications strategy.

The true power of these programs comes from the participants themselves. Their words, ideas and stories create an emotional bond with the organisation or brand. In the age Generative AI however, when most people can produce a technically “perfect” submission – can these initiatives continue with the same level of credibility and realness?

IMPACT recently faced this challenge with long-term client Rheem Australia and their Apprentice Plumber Grants program. By leveraging behavioural science, the program was able to cut through the noise of AI-generated responses and bring genuine human stories to the forefront.

Personal experiences matter most

AI’s influence on writing is especially apparent in situations where personal experience plays a crucial role.

For the last few years, IMPACT has worked with Rheem Australia on the Rheem Apprentice Plumbers Grants, a program designed to support the next generation of Australian plumbers.

During this time, the program has evolved from a few hundred applications to one in ten apprentice plumbers in Australia engaging with the Rheem initiative.

However, as the volume of applications increased, so too did new challenges. It became clear that some applicants were submitting overly polished AI generated responses that lacked personality. While others struggled to complete the form at all, leading to a higher drop out rate than in the past.

Feedback from the program’s expert judging panel was that this tech-savvy generation of apprentices clearly felt pressured to generate ‘perfect’ responses, rather than sharing their personal experiences.  

For the judges, that meant less insight into real experiences, motivation, and potential.

Using behavioural science to restore confidence

In an age of excellence, it became clear that a new approach was needed to not only build confidence but also support natural storytelling.

IMPACT partnered with psychologist Kris White to redesign the application experience using behavioural science principles. This helped to position AI as a tool to enrich, not replace, personal voice.

The goal was simple: to help applicants uncover and share their personal journeys in ways that felt both compelling and achievable.   

Clear guidance on appropriate AI use encouraged personal examples helped applicants focus on authenticity rather than technical perfection. The result was a more supportive journey that helped apprentices reflect on, and share, their personal paths into the trade.

The use of motivational language was carried across all campaign touchpoints, from reminders to social media, creating a consistent and encouraging experience.

The result was a 61 per cent improvement in completion rates with more apprentices feeling confident to finish the application in its entirety.

The stories and experiences of apprentice plumbers surfaced through the grants program were also richer and more engaging, resulting in a strong earned campaign with a reach of over 22 million.

Applications now open for 2026

As applications open for the 2026 Rheem Apprentice Plumber Grants, the program continues to develop with tools to help apprentices write, communicate, and tell their stories.

To support applicants, the 2026 Rheem Apprentice Plumber Grants Support Pack has been developed specifically with the application experience in mind. It includes practical guidance on completing the application, insights from past recipients, judging tips, and frequently asked questions.

Most importantly, there are no right or wrong answers. Judges are not looking for flawless responses, but for apprentices who are willing to be honest, reflective, and themselves. In a world where AI can help polish words, it is personal experience, authenticity, and voice that matter most.

If you’re navigating similar challenges and would like support to help people communicate more authentically, contact Lucia McCabe lucia@impactagency.com.au.