Phased campaign builds credibility; program oversubscribed
45% of coverage secured with tier one media
Campaign reaches an audience of 32.7 million
Over 1,000 program applications received, exceeding participant places 6 fold
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.