45% of coverage with tier one media

More than 1,000 program applications received, exceeding participant places six-fold

Campaign reaches an audience of 32.7 million

CLIENT

Generation Australia

SERVICES

Brand and Marketing | Corporate Affairs | Leadership | Social Impact
Phased campaign builds credibility; program oversubscribed
IMPACT was engaged to launch education-to-employment organisation, Generation Australia (GA). As COVID-19 hit Australia, the scope of the independent NFP’s mission expanded, as unemployment rose to 7.4% and underemployment hit 13.7%.

A phased, integrated communications campaign was required to establish GA’s permission to speak, humanise the unemployed, compel employers to realise the potential of employees with the right mindset and skills, and attract participants.

The media launch utilised personalised stories, data and a challenging narrative to emphasise the importance of demand-led education-to-employment pathways, securing top-tier media coverage. Newsjacking gave GA a genuine connection to the newscycle and allowed them to be voice in national discussions around employment.

The PR-led campaign was integrated with an organic and paid social media strategy to connect and engage with applicants and potential employers. Direct communications ensured stakeholders understood the scope of GA’s mission.

View Work

Award-winning campaign promotes Nestlé’s Global Reforestation Program in Australia

Award-winning campaign promotes Nestlé’s Global Reforestation Program in Australia

Award-winning campaign supports landmark project to plant 10 million trees in Australia as part of Global Reforestation Program and Net Zero Roadmap.

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Phased campaign builds credibility; program oversubscribed

Phased campaign builds credibility; program oversubscribed

As Australia’s unemployment and underemployment rates rose in the wake of the COVID-19, IMPACT was engaged to launch the education-to-employment not-for-profit.

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Audience profiles reveal pandemic-led leadership change

Audience profiles reveal pandemic-led leadership change

IMPACT cracks code to help The Executive Connection understand its members in Australia’s post-pandemic business landscape.

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