On November 20, Ogilvy Public Relations worked with Fostering NSW to host a discussion about the important issue of foster care. The Fostering NSW blogger Summit brought together bloggers, industry experts, agency representatives and foster carers to talk about the critical need for 900 new foster carers in New South Wales during the next two years. This need is being driven by the fact that there are in excess of 18,000 vulnerable children in our State in some form of out-of-home care.
The event boasted four speakers, including Andrew McCallum, CEO of the Association of Children’s Welfare Agencies (ACWA), who spoke about the out-of-home system, the changes it is facing and the important role foster care plays within it.
In addition to discuss the changing face of foster care, Judith Cashmore, Associate Professor at the University of Sydney, drew on her experience as an expert in child welfare research. She spoke about the need for society to recognise the important work carers do, and the impact a positive family environment has on children who have had a difficult start in life. Judith reflected on some of the heart-breaking stories she had heard from children during the course of her academic life, and informed those gathered about the options available to potential carers, from respite to long-term care solutions.
The final two speakers were two foster carers who joined the event to talk about their very personal journeys with foster care.
David Sim, a school principal, spoke about the nearly six year journey that he and his partner Christopher have experienced as foster parents. Now with four children, David and his partner recently built a new home to accommodate their beautiful family. David spoke of his oldest son, who first came to their home with a speech impediment and had been diagnosed with an intellectual disability that put him in special classes. Today, under the care of David and Christopher, their son is thriving – his speech impediment is a thing of the past and he’s currently in mainstream classes at his school.
In addition, Louise Smithson spoke of her journey with foster care, which began as a young girl. Upon the realisation at the age of eight that there were some people who lived in homes they weren’t born into, Louise made a commitment to open up her own home to a foster child one day. When she reached adulthood, she shared her feelings with her partner and he agreed it was something they should review. Several years and many discussions with a local agency representative later, Louise’s family welcomed a six-month-old boy who is now a happy and vivacious seven-year-old. And, earlier this year, their family was joined by a 13-month-old boy. Louise encouraged people to ask questions and seek advice and guidance about foster care to see if it was something they could open their hearts to in the future.
In the last six months, Fostering NSW, an initiative currently being implemented by the Association of ACWA, has been encouraging NSW residents to “open their hearts” to the idea of foster care. The messages have been well received with a campaign that’s seen:
- More than 12,000 people join the discussion on Facebook
- More than 30,000 visits to the Fostering NSW website, representing an increase of around 300 per cent on the same period last year
- Increased traffic to the Fostering NSW enquiry line, and jumps in online enquiries and direct enquiries to agencies
To learn more about foster care, please visit www.fosteringnsw.com.au or call 1800 2 FOSTER. You can also follow the discussion on Twitter and Instagram via #FosteringNSW.
As usual, Warren Buffett has the right advice. Talking about handling a crisis, the Sage of Omaha once said: “One’s objective should be to get it right, get it quick, get it out, and get it over. You see, your problem won’t improve with age.”
It’s one of the first rules of crisis management and it’s the one that Tony Abbott should have heeded when the stories about politicians’ dodgy expenses first surfaced. Instead he did nothing and the extended political honeymoon that should have accompanied a thumping electoral victory over an unpopular government disappeared with unprecedented speed. So much so that now, a bare six weeks post-election, the brand new Abbott government has an old and second hand feel to it and the expenses story continues to get traction.
Crisis management is a much studied art and the new world of social media has changed the rules completely. People now have a voice, and they have no problem in exercising it. Just as on-line comments over the past three years were filled with an unending diatribe against Julia Gillard’s ‘carbon tax’ so will the next three years be preoccupied to the point of nausea with questions about probity and dodgy expenses. Every time Abbott takes part in one of the many athletic events for which he is famous, questions will be asked whether the taxpayer is paying for his recreation.
Social media has also added to the professional media’s armoury. Apart from the obvious benefits of news tips, on-the-spot reporting and feedback, crowd-sourcing was responsible for one of the biggest story in the never-ending expenses saga – WA MP Don Randall’s claim which related to a trip to Cairns for he and his wife, ostensibly for electoral business but co-incidentally at the same time the Randalls purchased an investment property in the city. Randall eventually repaid the disputed amount. Through readers with time on their hands, Fairfax was able to enlist a number people to trawl through the publically available data on political expenses claims, resulting in the bones of the story.
Politicians in power also need to ask themselves the question: ‘Did they vote the other mob out or did they vote us in?’ The last Federal election was certainly an anti-Labor vote, rather than a pro-Coalition vote; the same is true of the last NSW State election which delivered a huge electoral majority to Barry O’Farrell. That lack of positivity gives governments an even shorter honeymoon period because the problems that the other guy had are now your problems and without the cache of charisma things quickly turn sour – as O’Farrell found with the 27 per cent swing against his government in Saturday’s Miranda by-election.
Governments and companies regularly face crises, and the majority of those crises start from within. The public understands that problems arise and they normally judge on the effectiveness of the response, not on the crisis itself.
Trust is something that good crisis management stresses. Another study – by The Oxford Executive Research Briefings, Templeton College, Oxford – found that the share price of companies judged to have mishandled a crisis had fallen by an average of 15 per cent a year after the crisis, while the share price of those judged to have handled a crisis well had risen 7 per cent on average at the same time.
A Monash University study, Mapping Social Cohesion, released this week shows that trust in the Federal Government has fallen dramatically in recent years – from 48 per cent in 2009 saying that the government could be trusted ‘almost always’ or ‘most of the time’ to just 27 per cent this year.
With that study in mind, Buffett has another quote which politicians should remember: ‘It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.’
Skylanders is the number one kid’s toy and video game franchise in the world– a franchise that was only launched in 2011, delivering a whole new category of gaming for kids, where for the very first time they could bring physical toys to life in a video game.
In September this year, we showcased the brand new, yet-to-be released Skylanders SWAP Force game to a range of influencers in Sydney and Melbourne, giving them (and their kids) a sneak peek into the next evolution of the Skylanders world.
Our insight was that Skylanders had become a key theme for birthday parties amongst our core demographic. So we gave our guests an entirely immersive Skylanders birthday-party-esque experience, complete with face painting, cash booths, colouring stations, spinning wheels and of course, extensive game play.
To help give back to the kids who have supported us so far, we worked with Activision’s ongoing charity partner, The Sony Foundation, providing a $25k donation in each state which would go directly towards their youth charity, You Can.
We had a number of celebrities attend with their family, including:
- Jaynie Seal (our MC in Sydney and Melbourne)
- Rebecca Gibney
- Nathan Hindmarsh
- Brad Fittler
- Michael Klim
- Kylie Gillies
- Chrissie Swan
From a social perspective, we reached over 150,000 people across their combined networks, and could follow their live tweets, Instagram pics and Facebook posts using our official event hashtag.
This year Activision is launching the latest edition of the world’s biggest gaming franchise, Call of Duty: Ghosts on November 5th. To drive excitement amongst key media and influencers, Pulse helped Activision bring the hype Down Under with an exclusive hands-on reveal event at the Carriageworks venue in Sydney.
24 LG screens, 24 consoles shipped in from the US, and Activision’s US developer flown in to deliver a gaming experience only Call of Duty can provide. Two sessions gave media, YouTube influencers and the online community the chance to explore all-new game modes and maps, in the dark surrounds of the Carriageworks theatre. Game developer, Derek Racca from Raven Software was on hand to give attendees the low-down on how the latest installment in the evolution of COD came to life.
Call of Duty is the biggest entertainment product in the world. The latest iteration of the franchise, Call of Duty: Black Ops II was launched in December 2013, netting $1 BILLION in sales within 16 days – a current world record.
Brett starts at Ogilvy in the newly-created role of Group Managing Director Consumer, having just re-located from the UK where he headed up Shine Communications, which was shortlisted PRCA and PR Week Agency of the Year 2012, as well as being named Sunday Times Best Small Company to work for in 2012.
Brett arrives at Pulse in a time of high-growth for the agency, which recently added the Intercontinental Hotels Group and Tourism NT to its impressive client roster.
Ogilvy PR Australia’s CEO Kieran Moore said Brett’s innovative, creative approach teamed with his proven leadership skills made him the perfect candidate to lead Pulse.
“Consumer PR is highly competitive in Australia and dominated by just a handful of agencies. Richard will bring fresh thinking, ideas and most of all passion and commitment to ensuring Pulse is the very best agency it can be,” she said.
Moore said Brett’s initial focus would be on accelerating the agency’s growth, spear-heading thought leadership initiatives and developing the fantastic talent that already exists within the team, which has had two of its best years on record.
“Richard brings strong skills in strategy and planning which he has successfully teamed with innovative creativity; delivering proven outcomes through a range of channels; not just traditional earned media,” she said.
“He also brings best practice insights to the agency across HR, innovation and programs from his award winning agency, Shine. A major focus for his role will also be on the integration of earned, owned and paid media, and importantly for our clients, how PR can impact the bottom line – not just be creative for creativity’s sake.”
Brett said he was looking forward to applying his wide experience with a leading multi-award winning London agency to the Australian market.
“I’m incredibly excited to be joining the team at Ogilvy PR and Pulse, and look forward to working closely with Kieran and the broader leadership team. I’ll also be looking to combine a collaborative and inclusive leadership style, living my own personal values to inspire the team, and to further build a culture at Pulse that reflects what a brilliant, fun and creative place it is to work.
“This will be combined with a disciplined excellence in client service, a rigorous fusion of irrefutable strategic thinking and fresh creativity to achieve measurable business results for our clients. Plus thought leadership and industry insights that will benefit our clients and the broader profession.”
Brett also joins Ogilvy PR’s leadership team as part of his new role. More information about Pulse Communications can be found here: http://www.ogilvypr.com.au/companies/pulse-communications/
Ogilvy PR Australia is a joint venture between WPP and STW, Australasia’s leading marketing content and communications group.
About Ogilvy PR Australia:
Ogilvy PR Australia is the country’s largest PR and public affairs agency with offices in Sydney, Canberra and Melbourne. It is 51% owned by WPP and 49% owned by STW. For more information, visit our Web site at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
For more information contact:
Ph: +61 410 501 043
Sarah will work across all Ogilvy PR Australia companies, including Howorth, Impact Employee Communications, Ogilvy PR Health, Parker & Partners and Pulse Communications. Under Kaz Scott, Ogilvy PR’s Strategy & Planning Director Sarah’s role creates a traditional planning structure enabling her to be proactively embedded with clients.
Ogilvy PR’s Strategy & Planning Director, Kaz Scott said: “As the PR planning discipline evolves we too have to adapt and provide fresh new thinking from the worlds of visual storytelling, consumer movements and digital innovation. With Sarah’s addition we’ve up-weighted our strategic offering outside of traditional PR boundaries”
Sarah brings a diverse strategy background to Ogilvy PR, having spent two years introducing strategy to leading experiential agencies Urban and Play before holding strategic planning roles at pharmaceutical agency Ward6 and social agency TCO (STW Group). Prior to this, Sarah spent seven years client side in senior marketing roles at Coca Cola Amatil (CCA) and Ernst & Young.
Sarah has worked in a vast range of industry sectors earning a reputation for adding value both to brands and agencies, achieving exceptional results and building strong relationships. Clients include: Coca Cola South Pacific, Havaianas, Intel, EA games, Logitech, Optus, iNova pharmaceuticals, Reckitt Benckiser, Charles Darwin University, Coty (Addidas, Sally Hansen & Rimmel) and Volkswagen.
Based out of Sydney but servicing Ogilvy PR offices in Canberra and Melbourne, Sarah will focus on campaign development for new and existing clients, supporting the increasing demand for multidisciplinary programs which focus on audience insights and engagement, creativity and channel strategy and integration.
This morning, InterContinental Hotels Group team launched a new brand campaign for Holiday Inn, an integrated campaign with Ogilvy & Mather, Neo and Mindshare. The aim of the event was to bring to life the campaign’s tagline, “Little things, Big difference”. At Holiday Inn hotels and resorts, kids always eat and stay for free – just one of the little things they do to make a big difference to their guests.
The event saw Sydney’s Customs House Forecourt transformed into a huge kids’ playground complete with coloured building blocks, face painting, mini egg and spoon race tracks and of course, a free breakfast for all the kids. The event’s centrepiece was a giant six-metre tall egg sculpture, and everyone who had their picture taken with the egg and shared it with their social networks went into the running to win a family holiday at Holiday Inn Resort Phuket.
To top off the day, Olympic champion, Sally Pearson smashed the Guinness World Record for the fastest 100-metre egg and spoon race, captured live on Channel 9’s TODAY, who broadcast the morning’s weather crosses from the event.
The breakfast attracted hundreds of families and kids, resulting in a great vibe, strong vision opportunities for capturing video content, and very happy clients.
In 2013, UNCLE TOBYS tasked OPR with getting the new range of Quick Sachets Oats back on mums’ morning agenda and into their kids’ breakfast bowls.
Mornings are a busy time for mums, with kids to get to school, lunchboxes to pack and of course hungry mouths to feed. So how could UNCLE TOBYS Quick Sachets help and how could we communicate to mum that this nutritious breakfast option was ready in just 90-seconds flat?
The answer, a ‘My Little Oats’ campaign to share tips and tricks to put the fun back in the morning routine.
A targeted blogger programme recruited influential mums to spread the word amongst their prolific networks. A bespoke outreach approach celebrated mornings, with activities to enjoy in 90 seconds and plenty of Quick Sachets oats to fuel their family’s mornings. We called on our bloggers to share their morning time tips and tricks and in turn ask their readers to do the same.
8 top blogger ambassadors were recruited, landing 17 pieces of coverage, exceeding KPIs and driving engagement with over 1,800 consumers via competition entries. 100% positive sentiment was achieved across all posts.
Howorth and Social@Ogilvy are celebrating today after scooping a Gold SABRE in Product Media Relations at last night’s 2013 Asia-Pacific SABRE Awards in Shanghai. These awards celebrate the best PR campaigns in the region. It was also a good night for Ogilvy PR throughout the region, taking home six Gold trophies and the Platinum SABRE Award for the best PR program of 2013.
Howorth and Social@Ogilvy won the Gold SABRE for the “Making Australian Parents Say “OMG” About Office 365” campaign with Microsoft Australia. This campaign, to launch Office 365 Home Premium, combined public relations and social media to create conversation and excitement about the launch of Office 365 Home Premium. This included inviting parent influencers to crowd-source 365 ways – or #OMGTIPS – that Office 365 can help create more time for the family – from the kitchen to the classroom. generate positive conversation among Australian parents and excitement around all of the ways that Office can support the modern family, and begin a platform to build authentic relationships with online influencers.
The campaign rolled out in three phases, building interest and awareness among parent influencers over a two-month period culminating at the 2013 Digital Parents Conference – Australia’s largest annual gathering of parent bloggers and influencers. And, ultimately, we made Australian mums and dads so excited about Excel, Word, PowerPoint and other products in the Office 365 product suite that they said “OMG”!
In 2013, BP would announce its partnership with The McGrath Foundation, which would see 10c from every litre of Premium Unleaded sold at select BPs across Victoria donated to The McGrath Foundation.
BP commissioned Ogilvy PR Melbourne to devise a strategy that would announce and promote this partnership while demonstrating BP is a brand that ‘gets’ mum, and as such rewards her for the hard yards she puts in.
Working with Ogilvy Action, we created our very own Mother’s Day VIP experience to give back to hardworking mums and promote the McGrath partnership. We offered mums across Victoria the opportunity to be pampered over the Mother’s Day weekend at select BP stores – with BP’s Pink Service Station attendants on-hand to assist with the fuelling experience. BP Ambassador, Michael Clarke was on-hand to launch the activations and partnership with media.
- Secured over 114 pieces of print (66), online (1) and broadcast (47) media coverage in one week
- Coverage highlights across The TODAY Show, Triple M, The Herald Sun, Channel 10 News and WIN Ballarat
- Total circulation of 4,224,094
- 20,685 post engagements (total number of likes, comments and shares on the page posts)