The secret to creating a newsworthy segment for morning TV

Ever wondered what it takes to secure one of the most coveted TV time slots?

IMPACT’s client Daikin Australia had an opportunity to appear on the TODAY show but needed to ensure the segment had strong editorial value for viewers.

IMPACT combined three essential elements to create an engaging and informative TV segment while showcasing Daikin’s  USP:  

  • Never-before-seen data
  • Expert commentary
  •  An authentic case study

Headline-grabbing data

As industry leaders in air conditioning and purification, IMPACT assisted Daikin to survey over 2,000 Australians to understand how we manage air quality at home, and the impact that poor indoor air quality has on our health.

The data showed that more than half (52%) of Australians have experienced health concerns such as respiratory problems, asthma, allergy symptoms, poor sleep and headaches due to poor air quality at home. The results also showed that COVID-19 contributed to 40 per cent of Australian adults changing the way they think and manage indoor air quality.

Together with Daikin, IMPACT developed a research report, Understanding indoor air quality in Australian homes, revealing the research findings and outlining the technology available to improve air quality at home. This was then offered exclusively to TODAY as a newsworthy hook. 

Expert commentary creates trust

Along with insights from Daikin Australia, IMPACT connected with The National Asthma Council Australia for a deeper understanding of  the health effects of poor air quality at home.

Spokesperson for the Asthma Council, Clinical Professor Sheryl van Nunen, reinforced Daikin’s research findings to add gravitas and also shared prescriptive advice on how Australians can improve the air quality in their homes

Real-life case study brings authenticity

It’s one thing to read these findings, but it’s another to see it firsthand. To ensure the segment would connect to households across Australia, it was vital to include a real-life case study of the lived experience of poor indoor air quality.

IMPACT’s very own General Manager Frances Dwyer and her son, Eli (10), well-know the risks associated with poor air quality. They both suffer from asthma and are prone to upper respiratory health concerns. During the Black Summer bushfires, both were hospitalised at separate times for asthma attacks.

Frances, Eli and younger brother Bradley (6) were all featured in the TODAY show segment; sharing how Daikin’s Streamer Technology has helped to keep the family healthy−and warm−at home this winter.

Frances’ story was the hero of the segment and validated both the research by Daikin and the recommendations by The National Asthma Council Australia.

Watch the full Daikin segment here.

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