The challenge: Design and implement a national environmental media campaign in 72 hours
When a group of 300 companies operating across the Australian economy, including Westpac, GE, and IKEA, wanted to communicate their support for carbon pricing they contacted OgilvyEarth. We had 72 hours to come up with a media strategy that would give profile to the group, Businesses for a Clean Economy. The timing of the public relations campaign – on the eve of historic climate change legislation being introduced – meant there was strong competition for media space, but great opportunities if the right strategy was employed.
Drawing on experts across Ogilvy Public Relations’ network, we created tailored content and took a strategic approach to media engagement, including holding a press conference that was streamed live on ABC News 24 and Sky News. We also set up a media tracking team, including social media experts, who monitored and responded to developments as the day unfolded.
The result was over 210 pieces of overwhelmingly positive press coverage, including:
- Front page coverage of the group’s position (SMH and AFR)
- Coverage on all major national television news programs
- Reference to the group by the Prime Minister
- 70 radio clips
- 115 articles online
- Retweets that reached over 200,000 followers
Best of all, as a result of the coverage, a further 88 companies joined the group (a 29% increase in membership) adding their support for positive action on climate change.