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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Australia
Released July 2012

Credits & Description

Category: Public Affairs
Executive Creative Director: Denis Mamo (Ursa)
Senior Art Director: Helen Shortis (Ursa)
Senior Copywriter: Geoff Fischer (Ursa)
Managing Director: Mardi Le Page (Ursa)
Agency Producer: Ian Ford (CIF Productions)
Head of Compositing: Hugh Seville (Cutting Edge)
Co-Producer: Sharon Pearson (Cutting Edge)
Policy Manager: Pat Sparrow (ACSA)
Group Account Director: Michelle Richings (Hausmann Communications)
Senior Account Manager: Lisa Stevens (Ursa)
Social Media Strategist: Fi Bendall (Bendalls)
Media Company: (Mitchell & Partners)
Photographer: Ian Macpherson (Ian Macpherson Photography)
Sound Engineer: Tone Aston (Nylon Studios)
Retouching: Ted Blore (Ad Magic)
Media placement: Kevin87 Video 1x 30 Sec - Online, TV Stations, Website - 21st Sept 2009

Summary of the Campaign
The problem: By 2050 Australia will have 3 million people in aged care, double what it is now. If the trend continues there won’t be enough aged care workers to look after us. Yet this time-bomb is ignored by politicians and the public. The objective: Aged and Community Services Australia (ACSA) wanted us to put aged care on the political and public agenda. The strategy: Emphasise that aged care is everyone’s problem. The target was our nation’s leader Prime Minister, Mr Kevin Rudd. So we created Kevin87, (a parody of his election-winning campaign slogan, Kevin 07). A campaign where we created an 87 year old Prime minister. For maximum impact we distributed the video content to all online and offline media on September 21st 2009, the Prime Minister's 52nd Birthday. The outcome: National Headline Coverage in Australia’s top TV online, radio and newspapers networks. No 1 news story online on launch day. Generated over 200 free TV spots. Over a dozen radio interviews with ACSA beating benchmarks by 500% 100,000 headlines on social networks. All for less than $90,000. But most importantly, it caught the Prime Minister’s attention. After years of disregard aged care now has a voice in Australia.

The Goal
The goal was to capture the attention of Australia's decision makers, and the media they listen to, about the plight of aged care in Australia. Media coverage and interviews with the ACSA CEO were also planned for. Research showed aged care workers were very negative about their own industry, especially from current poor media coverage of aged care facility problems. Thus the campaign was also designed as a show of support from ACSA to it's members. By getting our positive message out as publicly as possible, we were saying 'support those who will be supporting us'.

The campaign was viewed by 20 million Australians according to the number of viewers/listeners at the time to the media campaign. Radio interview benchmarks were exceeded by 500%, with the ACSA CEO Greg Mundy scheduled on 13 national radio stations that morning. National TV networks ran the story as headlines. Talk shows satirised the video content. We recieved over 200 free television spots on the strength of the content. Online blogs exposed kevin87 to over 269,000 viewers with over 100, 000 headlines on social networks. The mentions of ACSA online had previously only 7 search google results but increased to over 25,000 after launch. The youtube video was viewed over 14000 times. Coverage reached 20million of our 22 million population. Most importantly, The Prime Minister acknowledged the campaign, while other politicians targeted were also aware of the campaign.

The campaign was launched on the eve of Prime Minister's 52nd birthday on 21st Sept 2009 to create maximum impact for the concept of 'none of us is getting any younger'. The video content and information release was distributed to all media channels nation-wide, including TV, radio newspapers and social media. The opportunity for radio interviews that morning with the ACSA CEO was offered. The campaign included a website, (where we also aged other politicians) and where the public could offer support to the aged care workers and interact with Youtube, Facebook and Twitter. The video was also available to be embedded from host sites. The campaign only ran for three weeks, as ACSA is a NFP and had limited funds. The campaign ran to plan yet was extended by the content being played for free on national TVtalk shows satirising the video over the following weeks.

The Situation
With Australia's population living longer and increased community expectations for a wider range of quality services, the aged care industry is facing great challenges. The Australian Bureau of Statistics estimates that in 30 years time those aged 65 and over will represent over 21% of the population and by 2051 they could represent a quarter of the population. The number of aged care workers is dwindling as poor working conditions and negative media publicity turn many carers away from the industry. We needed to raise this time-bomb with the people that can affect change - the politicians and media.

The Strategy
Our insight was that none of us is getting any younger. Because our target was politicians, we decided to use the person who represents all Australians, our nation's leader, Prime Minister Kevin Rudd, to bring relevance of our aged future not only to politicians but to the public. We then created a video dramatising the ageing of Kevin Rudd as a piece of online and offline content to be distributed to all main media and social media. As Rudd had already swept to power on a platform of Kevin07 (with similar impact to Obama's "Yes we can") we labelled the campaign Kevin87 and created an website to house the video. The ACSA CEO was briefed for interviews and we were ready to launch. The clincher was that we would launch the campaign on Kevin Rudd's 52nd Birthday, aiming for maximum impact in the news services.