For the launch of PainAustralia’s ‘Walk my Pain’ advocacy campaign, the client team hosted events at Parliament House in Canberra, including a morning event on the Parliament lawns to tell patient stories of individuals living with chronic pain.
To support these events, London Agency was engaged to support PainAustralia in securing media coverage for the Parliament House events.
Chronic pain affects over 3.4 million Australians, the majority of whom are women. The ‘Walk My Pain’ campaign aims to raise awareness of a funding need for those with this invisible illness, who are still struggling to access appropriate treatments for their condition.
Through our team’s work, the aim was to increase media coverage of the burden of chronic pain and encourage more understanding and more funding for this area of health in the upcoming Budget.
Utilising our extensive network of contacts in both medical and political media in Australia, our team worked in partnership with PainAustralia to pitch into newsrooms, tailoring the pitch to each individual organisation and reporter.
These efforts led to multiple media activations highlighting the work of PainAustralia and key supporters.
This included national syndication across News Corp Australia newspapers, highlighting the support of Dr Nick Coatsworth, renowned healthcare professional involved in health policy decisions, for the Walk my Pain initiative.
This coverage was placed in both News Corp’s online and print publications, with an estimated reach of 2.55 million Australians, ensuring Parliamentary events were preceded by media coverage to expand interest.
This preview coverage, combined with the support of key medical thought-leaders, also led to a full segment on Channel Nine’s Today program with Dr Coatsworth.
The full interview can be viewed at vimeo.com/londonagency/painaustralia
In addition, by working with the client, coverage was also secured with the ABC, Southern Cross Austereo, Australian Community Media, Sky News Australia and Fairfax Radio.
The overall total potential reach for the media placements equalled over five million Australians.
This strong, collaborative process ensured the media campaign successfully raised awareness of PainAustralia, adding to their ability to push effective policy within government.
“London Agency have the right knowledge and contacts to assist with media and communications on federal government health matters.
“They have demonstrated in their kind assistance of PainAustralia how we can get pain on the front page and in discussions around Parliament House and the federal departments.
“It is a privilege to work with this professional organisation and I recommend them to those trying to get a message across in the political sphere.”
