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PRiNZ | 2011
Public Relations
Case Studies
Published by PRINZ
Phone: +64-9-358 9808
Email: info@prinz.org.nz
www.prinz.org.nz
Physical Address: Level 7, Hanover House 2 Kitchener Street, Auckland
Postal Address: PO Box 5937 Wellesley St. Auckland 1141
PRiNZ Case Studies | 2011 01
CONTENTS
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 01
Psa Outbreak in the Kiwifruit Industry . . . . . . . . . . . . . . . . . . . . 02 Introduction
University of Canterbury 2010 quake response . . . . . . . . . . . . . . . . 06
Depression.org.nz - Launch of 'The Journal' . . . . . . . . . . . . . . . . . . 10
What is public relations Crisis communication
NZTA Auckland Motorways Bridge Strike Reduction Campaign . . . . . . . 14 and how does it make a features strongly in this
Spinning a Yarn - Promoting ChildFund New Zealand's
difference? It is a question selection – unsurprisingly
'Gifts that Grow' range . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 that is often asked and, given the catastrophic
in this collection of events of 2010 and early
TomTom: Be The Voice of New Zealand . . . . . . . . . . . . . . . . . . . . 22 case studies from PRINZ 2011. Also included are
members, the value and examples of work for
NZTE Intranet Launch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
benefit of public relations charities and not-for-profits,
Taylors Wines 'Aussies vs. Kiwis' Survey . . . . . . . . . . . . . . . . . . . . 30 and communication commerce, industry and
management is agriculture with programme
Southbound Switch (How to close the busiest stretch of demonstrated. objectives designed to
motorway in the country for 36 hours and get away with it) . . . . . . . . 34
improve understanding,
The case studies are drawn
National Beekeepers Association - Be Good to Bees Because... . . . . . . . 38 increase knowledge,
from the Public Relations
support employment or
Ruahine Kindergartens - Operation Communication . . . . . . . . . . . . . 42 Institute of New Zealand's
change attitudes.
2011 award winners and
Celebrating World Blood Donor Day in New Zealand, 2007 to 2010 . . . . 46 entrants and are presented Strategic planning, creativity
as submitted. Covering and precise implementation
Getting on the Juice for a Good Cause
FebFast - New Zealand Drug Foundation . . . . . . . . . . . . . . . . . . . 50 a range of organisations have, in each case, achieved
and situations from significant results for the
Hairini Link Advanced Works . . . . . . . . . . . . . . . . . . . . . . . . . . 54 transport to conservation, organisations involved.
commerce to community
New Zealander of the Year Award . . . . . . . . . . . . . . . . . . . . . . 58 This collection represents
building, the case studies
a snapshot of the work
Durex Sexiest SNAG Nation . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 illustrate the many ways
undertaken by PRINZ
in which public relations
Dry Summer Management campaign . . . . . . . . . . . . . . . . . . . . . 66 members every day of the
and communication
year - and how that work
National Red and Black Day for Christchurch . . . . . . . . . . . . . . . . . 70 management builds and
makes a real difference
sustains the relationships
Specsavers New Zealand - the Journey to No. 1 . . . . . . . . . . . . . . . . 74 to our economy and our
we need in order to
society.
Puhoi to Warkworth Indicative Route Announcement . . . . . . . . . . . . 78 operate in today's complex
environment.
Sock it to 'em - Catwalk Spinal Cord Injury Trust . . . . . . . . . . . . . . . 82
Bayer Banks Bomac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
National Library, Archives New Zealand and Internal Affairs become one . 90
Audi New Zealand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Crohn's and Colitis New Zealand . . . . . . . . . . . . . . . . . . . . . . . . 98
2011
Whakatane Kiwi Trust 100th Kiwi Release and Website . . . . . . . . . . 102
PRiNZ Case Studies | 2011 02 PRiNZ Case Studies | 2011 03
Psa Outbreak in the Kiwifruit Industry
ZESPRI International - Melanie Palmer
Background Audiences orchards were being pollinated during
November and pollen presented a
Messages
On Friday 5 November 2010, MAF Biosecurity New Zealand (MAFBNZ) advised ZESPRI of This is a high-level summary of the key potential vector for transmission of Psa »» MAFBNZ is working closely with ZESPRI,
a suspected case of the bacterial vine disease, Pseudomonas syringae actinidiae (Psa), on audience groups highlighting any specific »» Grower advisors, consultants, bankers, P&FR and NZKGI to investigate a report
two ZESPRI GOLD kiwifruit orchards in Te Puke. Psa had not been identified in New Zealand information needs, recognising that all insurance companies were also an of symptoms of the bacterial kiwifruit
before and by Monday 8 November, Psa confirmation was received. audiences needed to be kept updated of key important audience given their advisory vine disease, Pseudomonas syringae pv
This case study focuses on the immediate communications response, led by ZESPRI and developments and messages. role to growers and that their advice or actinidiae (Psa), on kiwifruit vines on a
MAFBNZ, which had a particular focus on minimising risk to the NZ kiwifruit industry and actions had the potential to have severe North Island kiwifruit orchard
ensuring information was easily accessible and clear. Objectives Internal ZESPRI crisis team, executive
consequences for growers »» Psa is a bacterial vine disease that carries
team, board of directors, in-market
Psa is an airborne bacterial disease that affects only kiwifruit vines (not fruit), with the no risks associated with human or
Organisational Objectives staff, other staff Government decisionmakers
potential to enter the plant and move swiftly into the vascular system of the vine with animal health, and does not affect plants
resulting vine death. Psa appears to behave differently in different environments. It has had »» Contain the immediate risk of »» ZESPRI staff were in regular contact with »» Needed to work closely with MFAT and other than kiwifruit vines. Psa has been
a devastating impact in Italy in recent years, but appears to be less virulent in Korea and spread of Psa from infected area all key stakeholders so it was important NZTE to gain their support present in Italy, Korea and Japan for
Japan where it has been managed through protective spray programmes and careful orchard that staff received information before or many years but has not previously been
»» Identify the footprint of Psa »» Kept Minister Carter's office (agriculture
hygiene practices. as it was going out externally detected in New Zealand.
infection and biosecurity) regularly updated
Given the propensity for severe consequences, on notification of the suspected case then »» In-market staff needed to be supported »» All parties are taking the suspected
»» Protect markets so no restriction »» Shared approval of key announcements
confirmation, the NZ kiwifruit industry pulled together quickly with MAFBNZ to contain the to ensure ZESPRI's retail customers threat seriously and are acting quickly
of product is enforced »» Coordinated minister statements and
immediate risk of spread from the infected area, understand the true footprint of infection are reassured of minimal sales volume to minimise the risk, including taking
and understand whether eradication was feasible and viable. It was important this urgent »» Understand whether eradication is impacts and no food safety issues visits precautions to minimise the risk of
response was carefully managed to ensure no adverse reactions from offshore trading feasible and viable spread.
Psa-affected growers Plant & Food Research (P&FR)
partners. Public Relations Objectives »» ZESPRI is working with the industry
ZESPRI's communications manager worked closely with the communications managers from »» Rollercoaster of emotions »» A key research partner of ZESPRI's to advise of the current situation,
MAFBNZ and Plant & Food Research (P&FR), to develop a focused and coordinated approach »» Ensure all key stakeholders »» Had worked with ZESPRI in Italy to understand how widespread the issue
are well informed with timely, »» Needed face-to-face contact and to be
to communications. better understand Psa and treatments so may be and encourage best practice
accessible information and clear guided through their options
employed leading global experts on Psa orchard hygiene.
»» Were also being supported by their
Preliminary Research messages
post-harvest operators and orchard »» Important that ZESPRI worked in »» All growers within NZ need to check
»» Coordinate the industry to work partnership with P&FR to direct research their vines for Psa symptoms and report
The notification of Psa shifted the industry into crisis mode. The existing high level of grower together to understand the scale consultants, so it was important to
activities and present a united front their findings to the ZESPRI Grower
support for ZESPRI, NZ Kiwifruit Growers Inc., (NZKGI) and the industry structure was critical of the issue and implement best ensure that they also had access to the
Contact Centre (to advise of suspected
for the coordinated, swift and effective response. An understanding of grower support levels latest information
practice orchard hygiene practices Other industry suppliers (Port) symptoms or to advise that no symptoms
prior to this event is important in influencing the management of the response. and local authorities (Councils, were identified)
»» Demonstrate a united industry Other growers and industry
working quickly and smartly to members (NZKGI, Industry Advisory MPs, Mayors, Export NZ, Business »» ZESPRI is asking all growers to keep
Grower Sentiment prior to Psa
address an urgent industry issue, Council (IAC), post-harvest operators Development Agencies etc.) checking the grower website (The
»» Strong support for ZESPRI (93%), NZKGI (87%), and the industry structure (90%) via a in partnership with MAF etc.) Canopy) for updates or call ZESPRI's
»» As such a significant Bay of Plenty
Feb 2010 Colmar Brunton grower survey »» Protect ZESPRI's market Grower Contact Centre
»» NZKGI is a grower group and grower industry, the impacts of Psa had the
»» Three new varieties launched by ZESPRI in June 2010 with strong industry interest position by ensuring in-market potential to also impact other local
»» High level of industry engagement with high attendance at industry meetings stakeholders are reassured of
spokesperson – and also an important
channel to growers businesses and authorities so it was Strategy
minimal sales volume impacts and important to keep these organisations
»» Growers optimistic about the future (72% vs 46% in 2007) via an Oct 2010 Colmar »» The IAC were brought together for The communications strategy was to:
no food safety issues up-to-date with latest developments
Brunton grower survey (the results of which weren't known until mid-Dec i.e. after Psa significant industry decisions – and to 1. Carefully manage the rapid release of
was identified) agree key messages »» In some cases these groups were also accurate information to industry first;
commenting to media using well-established channels to
»» Growers and post-harvest operators
gather information from multiple sources educate, gain cooperation, minimise
misunderstandings and reduce the
»» Information needed to be direct, short,
potential escalation of irrational fear.
timely, relevant and repeated
2. This included working collaboratively
»» Pollination companies and beekeepers
with key partners, in particular MAFBNZ
were an important audience given
CONTENTS PAGE
PRiNZ Case Studies | 2011 04 PRiNZ Case Studies | 2011 05
and P&FR, to develop and deliver the
communications plan, and coordinate
»» Regular industry updates via established
communication channels (weekly
Problem solving/creativity Evaluation and Follow-up
messages. packhouse email, monthly grower Imagination and creativity came into this ZESPRI has conducted a full debrief internally
3. The underlying tone of the newsletter, a new section on ZESPRI's response in the following ways: to highlight what worked, what didn't and
communications strategy was about grower-only website, NZKGI's weekly learnings for the future.
»» Collaborating with other organisations
focus, openness, under control, acting email update, ZESPRI's grower emails) to agree the communications approach
urgently, partnership, capability and »» Sent letters from the CEO to all growers – and establishing a central point of
concern. at key milestones coordination (ZESPRI) Results
»» Established monitoring, reporting and »» Utilising third parties to help get the ZESPRI received a significant amount
Planning orchard hygiene protocols and made message across quickly (media, post- of overwhelmingly positive feedback
those available via ZESPRI's grower harvest operators) from growers during and following
Communications Administration website the initial response – these comments
»» Holding media conferences at
»» Regular open grower meetings – appropriate milestones to quickly from some growers summarise the
»» Preparation of a set of key messages, feedback:
coordinated with MAF/P&FR/NZKGI – predominantly in the Bay of Plenty but disseminate accurate information and
regularly updated and circulated also in the regions (in the first two days to help minimise the demands on key »» "Thanks to the management team
internally - 1300 growers (50% of the industry) spokespeople at Zespri for their leadership in the
attended urgent industry meetings) »» Establishing new channels (YouTube) to Psa issue. The meeting yesterday
»» Established a clear process for
– developed PPT slides, distributed support key messages was informative, intelligent, well
distribution and signoff of information,
relevant handouts, liaised with media resourced and dealt with the
and quickly developed clear templates »» Immediately correcting inaccurate
and filmed the meetings rumours, pulling the industry
(statistic tables, media updates etc.) and media reporting and communicating
»» Kept post-harvest suppliers updated via together. Well done."
distribution lists inaccuracies to growers via the grower
regular email updates website »» "As growers we are very
Implementation »» Established a new YouTube channel to privileged and much appreciate
enable access to relevant video clips the selfless dedication and
Staff absolute professionalism that
»» Supported and attended local hui with
currently exudes from Zespri.
Maori growers
»» Internal notifications and key messages Crisis is a great litmus test and
by email to senior staff and directors »» Held regular industry contractor Zespri is well on the road to
– then a combination of meetings and meetings and sent updates via email being good company to a great
email updates for all other staff Media and exceptional world leading
»» ZESPRI Intranet regularly updated company."
»» Worked collaboratively with key ZESPRI and MAFBNZ commissioned
»» Prepare Grower Contact Centre for
journalists to ensure accuracy of Media Monitors to analyse th e
incoming queries by providing scripts,
reporting media coverage (using the CARMA
Q&A and key messages
»» Daily email updates of key information methodology) during the four weeks
»» ZESPRI's offshore staff provided with following the identification of Psa.
and media releases about key milestones
regular updates of key messages and The analysis highlighted that the top
draft customer letters and media »» Held media conferences (in person
four messages conveyed reflected the
releases for local distribution as required or by phone) to support significant
initial objectives and were:
announcements
»» As the initial crisis response wound 1. ZESPRI is taking appropriate
down, organised for Minister Carter and »» Made a core group of experienced
and senior spokespeople available for responsibility for managing the
the NZKGI Grower President to join a outbreak
staff BBQ to thank them for their efforts interviews
»» Provided access for media to attend and 2. Countermeasures are appropriate
Government record grower meetings 3. ZESPRI works collaboratively with
»» Development of a subsite on www. its growers
»» Kept key government ministers and
officials fully briefed by email and phone zespri.com 4. Psa does not impact fruit/product
»» Held firm on not releasing grower quality
»» Supported local visits by Agriculture and
Biosecurity Minister and coordinated or orchard location details – until In terms of ZESPRI's internal
key messages for media/grower an affected grower agreed to speak stakeholders, an internal
presentations with media, then arranged a media communications survey was
conference conducted in March 2011 where 88%
Growers/Wider Industry of staff respondents said they felt well
»» Acted quickly to deal with a few
informed during the Psa response.
»» Regular meetings of the Industry instances of inaccurate media reporting
Advisory Council (industry's governing
Other suppliers/interested parties
body) to discuss new information and
agree strategy and communications »» Included on media distribution lists
»» Worked closely with NZKGI on timing of »» Supported their requests for information
information releases and development of key messages if
appropriate
CONTENTS PAGE
PRiNZ Case Studies | 2011 06 PRiNZ Case Studies | 2011 07
University of Canterbury 2010 quake response
University of Canterbury -
Jeanette Coleman, John MacDonald, Stacey Doornenbal
Background Audiences Messages
A 7.1 magnitude earthquake struck Canterbury at 4.35am on Saturday 4 September 2010. Our audiences were: Crisis communications is, by its very nature,
For the next 16 days the University of Canterbury's communications team was involved in fluid. During the 16 days of the quake
»» UC students and their families
an unprecedented level of crisis communications, ensuring staff, students and the wider response the messages changed. However,
community were fully informed of what was happening on campus. »» UC staff and their families the key themes were
»» University Council
Within half an hour of the earthquake, UC's emergency management plan was in action.
Initial assessments of buildings and equipment indicated damage of a scale sufficient to
Objectives »» UC alumni
»» UC is closed while it assesses the impact
of the quake on its infrastructure
disrupt learning, teaching and research activities in the short term, prompting the University »» Media
Organisational objectives »» UC is committed to supporting its staff
to announce it would be closed until 13 September. Following a strong aftershock on
»» Central and local government and students
Wednesday 8 September, UC announced a modified re-start programme, with teaching »» Assessing and repairing the »» Communicating the re-start
resuming a week later than planned on Monday 20 September. »» Local MPs »» UC is undergoing a phased re-opening
University's infrastructure in order programme to ensure staff and
»» Funding agencies with staff returning on Monday 13
to resume teaching and research students were fully informed as to
September, students returning on
Preliminary Research activities as quickly as possible when they could return to campus »» Trade unions Wednesday 15 September and teaching
Because of the nature of the situation events unfolded quickly. Prior to September 2010, UC »» Assessing the impact of the »» Finding ways to keep the campus »» Contractors resuming on Monday 20 September
had embarked on a major initiative to develop its emergency response capabilities including earthquake and subsequent community engaged and feeling
»» Campus tenants »» UC will recover and be better than
a full Emergency Response Plan and Emergency Communications Plan. UC's communications aftershocks on staff and students, part of the response process.
»» International recruitment agents before
team, as part of this planning, had been involved in tabletop discussion sessions and full-day and their families This was important to help
counter the sense of helplessness »» Commercial partners
emergency exercises. This planning informed our preliminary research which included: »» Informing staff and students what
and disengagement created by
Strategy
was happening on campus »» Insurers
»» Impact of the earthquake on University property and ICT infrastructure restricting access to the campus From the beginning, there was an emphasis
»» Ensuring UC's reputation did not With a staff and student population of
»» Likely impact on our teaching programme »» Managing the messages in the placed on being very open and transparent
suffer and impact on student approximately 20,000 people, plus external
»» Security on campus media to ensure understanding stakeholders – all of whom were affected about the situation at the University. For
enrolments, which in turn would
that UC had been affected, and by the earthquake to varying degrees example, damage to the Logie Collection,
have financial implications
was responding accordingly, but – the communications challenge was UC's collection of 248 Greek & Roman
Public Relations Objectives not to the extent that prospective considerable. Students and their families antiquities, had the potential to be highly
students (domestic and needed to be reassured that their studies sensitive and yet a decision was made to be
»» Ensuring staff and students international) would be deterred open with everyone, including the media,
would not be adversely affected and that
received the message to remain from studying at UC long-term. about the fact that this collection had been
facilities would be safe to return to; staff
off campus so selected personnel badly damaged. The University also allowed
needed to know that the University was
could focus on the recovery media to film/photograph collapsed book
doing its utmost to protect their research
efforts. The quake occurred on shelves in the library.
areas; alumni were interested in the impact
the second to last day of the
of the earthquake on their areas of the Adopting an open stance helped staff and
University's second semester
University; trade unions were interested students understand the extent of damage
break. With the University likely
in ensuring the financial welfare of their at the University and therefore the reasons
to be closed for at least a week,
members; campus tenants need to know why they were not allowed access to the
if not longer, the first main
what was happening with their premises; campus. It also helped create a sense that
communications objective was
commercial partners and funding agencies UC had the situation well under control.
to inform students from outside
needed reassurance that UC could deliver At its peak, the Communications team
Christchurch of the closure and
on research partnerships; international involved eight people split into parallel
to encourage them not to return
recruitment agents needed reassurance that streams for developing key messages, web
to the city. An influx of students
UC's programme would not be affected. postings, media management (proactive
would have placed additional
strain on University resources as it and reactive) drafting FAQs and updates
assessed the impact of the quake to the interactive communications
on its infrastructure environments (Facebook, Twitter, YouTube).
Communications messages needed to
be consistent yet tailored to particular
audiences.
CONTENTS PAGE
PRiNZ Case Studies | 2011 08 PRiNZ Case Studies | 2011 09
To achieve this, core messages were
disseminated to members of the University's
The initial communications objective was
realised, with the majority of students
Problem solving/creativity Evaluation and Follow-up
senior management team for sharing with outside of Christchurch staying away. Prior to the earthquake the University had In October 2010, a Canterbury Earthquake
their staff and students. The different The ongoing challenge, once our "fallen been planning to introduce social media Student Survey was conducted to assess the
audiences required different language styles. books" photo opportunity had been to its online activities. These plans were impact the earthquake had on the student
But consistency of message and quality exploited, was to shift the media focus accelerated and by 6pm on Sunday 5 body and to give students an opportunity
assurance was critical. September UC launched its Facebook site, to communicate their perception of the
Nightly updates from the Vice-Chancellor
to recovery. Daily updates were provided
to media on the progress of the re-start UC Earthquake Recovery. A total of 995 Results University's handling of the earthquake crisis.
were emailed to every staff member, every project, with media given access to film people indicated they 'liked' the site within »» 57 updates were posted on the A total of 3500 students completed the online
student and members of the external staff replacing ceiling panels and volunteers three days of its launch, with the total UC website from 4 September to survey. 98% found the UC updates and news
stakeholder community. retrieving books from the floor in the central number peaking at 5403. An analysis of 20 September (including 10 on the after the earthquake useful or very useful.
library. posts suggested these participants included day of the quake) 96% of students surveyed recommended UC
current and former staff and students, as a place to study.
Implementation parents of students, students from other »» 219 images were posted on the
UC website Channels used for earthquake news, were the
At the time of the earthquake (4.35am tertiary institutions, community-based website (nearly 100%), followed by student
on a Saturday) no staff, other than core workers looking for volunteers, social »» 20 video clips were posted on emails and Facebook. The students were
security personnel, were on campus. service agencies offering support and YouTube from 4 to 19 September. overwhelmingly positive about the University's
Nevertheless, the first update on the UC even members of the community who had The Vice-Chancellor's video communications. The students appreciated
website was posted at 7.40am (less than benefitted from help students provided message on the day of the quake the regular and informative updates, thought
three hours after the event) and the first cleaning up after the quake. attracted 4,747 viewings the frequency of the updates was good and
group emails sent shortly after. But with Students commented that the Facebook »» The UC Earthquake Recovery that information was clearly presented. The
electricity supplies cut in most parts of the site provided a useful way for them to feel Facebook site attracted at its peak informal style of the updates was particularly
city, electronic media (particularly radio) a part of the UC recovery effort even while 5,403 people appreciated and helped to build trust.
were critical in communicating with our they were not permitted on campus. One »» 66 tweets were pushed out UC geologists, in particular Dr Mark Quigley,
Christchurch staff, student and stakeholder example was the 'Penguin Scale' - a set between 6 September and 27 had a strong media presence in the weeks
community in the first 24 hours. of 10 small penguins in the emergency October following the September quake. To leverage
With the University determining on the operations centre. The number of penguins Dr Quigley's media profile the University
»» Launch of the UC Re-start
morning of the quake that it would be which fell during each aftershock became organised a public lecture on campus
website. The most popular web
closed for at least a week, an immediate, the default measurement scale. Students which was held on 20 October 2010. It has
pages generated more than
proactive media relations effort was needed were asked on Facebook to name each traditionally been difficult to attract public
23,000 hits in the nine days
to ensure UC's key messages were reported of the penguins and it became a fun way audiences to campus after-hours. However, on
following the quake
in the first 24 hours. We identified the to make light of the ongoing situation. this occasion 600 people heard Dr Quigley's
central library building – where one million Two of the penguins, Quakey and Shakey, »» Fifteen briefing sessions were
lecture and a further 600 were turned away
books had been thrown to the floor – as began making sneaky appearances in photo organised for hundreds of staff
at the door. In response to public demand, a
a key element in ensuring our message opportunities, appearing in media photos and students
second lecture was held at the Christchurch
attained maximum coverage. Video clips with Prime Minister John Key and Mayor »» A special earthquake edition Town Hall on 2 November, attracting a further
of the Vice-Chancellor, Dr Rod Carr, inside Bob Parker. of the University's Chronicle 1200 members of the public, packing out the
the central library building were posted on magazine was distributed to 3300 venue.
the University's website and YouTube. One staff members
The most significant follow-up came at
News and 3 News were escorted into the »» A special earthquake edition 12.51pm on 22 February 2011 when a 6.3
library by security staff to get pictures of of Canterbury Magazine was magnitude earthquake hit the city, causing
the devastation and to interview Dr Carr in distributed to 59,000 alumni and the deaths of around 180 people. At the time
situ. Within 24 hours of the earthquake the external stakeholders of writing this case study, the communications
University's announcement, and request for
»» Overall, student retention for 2010 team had been in communication crisis mode
students outside of Christchurch to delay
was more than 95% for six weeks with the University still only
their return to the city, had been reported
partially open. The lessons learnt from the
by the following national mainstream media
September quake were vitally important in
outlets (among others):One News
getting through this intense period.
»» 3 News
»» Newstalk ZB News
»» Radio New Zealand News
»» Sunday Star-Times
»» Herald on Sunday
»» Stuff
»» nzherald.co.nz
CONTENTS PAGE
PRiNZ Case Studies | 2011 10 PRiNZ Case Studies | 2011 11
Media Materials Selection
Selection
Selection of Online Clippings of of
Print
Print
Clippings
Clippings
Depression.org.nz -
Launch of 'The Journal'
Draft FCB - Angela Spain, Michele Camilleri
nz.news.yahoo.co.nz NZ Listener
NZ Listener Hokitika
Hokitika
Guardian
Guardian
Background Audiences »» John Kirwan's open and honest
conversations on the topic of
Depression is a leading preventable cause of death and New Zealand has one of the highest depression have helped many Kiwis
Primary:
rates of suicide in the world. The cost to society of this illness is estimated to exceed $200 seek help for depression
million every year. Depression doesn't discriminate; it »» The Journal is a self help programme
Draft FCB's depression.org.nz campaign created behavioural change in people's attitudes Objectives affects people from all age groups that will give you the skills and
towards depression. The next stage in the campaign was to encourage them to seek help. and all areas of society. We run tools needed to help you through
Organisational Objectives: PR Campaign Objectives a similar youth based initiative, depression
Draft FCB teamed up with the face of the original Depression campaign, popular All Black
thelowdown.co.nz to target the younger
legend John Kirwan (JK), and three mental health professionals to launch a leading edge Strategic objectives of The Journal 1. Create widespread public demographic. With this campaign we Primary Care:
internet-based self-management programme – The Journal – via the depression.org.nz are long term. The Ministry of Health awareness for The Journal launch set out to target:
website. wants New Zealanders to turn to using John Kirwan as the catalyst »» The Journal is a leading edge
The Journal has been designed to guide people through evidence based techniques they can The Journal on an ongoing basis as a »» 25-44 year old males/females internet-based, self-management
2. Ensure the primary care sector is
apply to everyday life including staying positive, the benefits of a healthy lifestyle and how to treatment for their own depression informed of The Journal launch via »» People suffering from mild to programme for people experiencing
use structured problem solving to help them beat depression. and for it to eventually be accredited media coverage moderate depression that have mild to moderate depression
The programme consists of six sessions and includes text and email reminders to as an e-therapy. The strategic aim of not yet considered seeking help or »» The Journal is a self help tool that
3. Educate the primary care sector
encourage participation. The course is also backed by the Depression Helpline, which offers The Journal is to reduce the strain on identified that they are depressed is easy to use with practical tips
on how The Journal can be used
personalised support either by phone, online or by text. existing health sector resources in »» People with friends and family that and tools for people experiencing
by patients experiencing mild to
mental health and primarily GPs. Over are suffering from depression depression to manage their way
The challenge was to launch The Journal using editorial driven media coverage before the TV moderate depression via media
time this should result in a decrease through
campaign and online search campaign started, to explain the concept, which in turn would coverage »» GPs & Primary Healthcare tend to
in suicides and an increase in people
drive traffic to the website and encourage registrations. 4. Position The Journal and the wider have a large number of mild to »» The Journal will help to reduce
with well-managed depression
National Depression Initiative moderate depression sufferers for pressure on primary care resources
nationwide.
Preliminary Research campaign as an invaluable whom the only funded treatment is and GPs by helping people to
Specifically the Ministry of Health resource for the treatment of prescription medicine manage their own depression
In any one-month period, 5.7% of New Zealanders will suffer from depression. »» GPs can take patients through it or
seeks to depression Secondary:
Preliminary research had shown there was a disconnect with the advertising campaign with refer them to do it themselves
5. Drive people to the programme
93% awareness of the previous advertising yet only 500 people per month taking action and 1. Continue to raise awareness of the Research has shown that depression
(traffic to the website) and
seeing their GP for treatment, only 0.2% of the 239,400 people who suffer each month. National Depression Initiative
registrations for The Journal skews slightly higher towards certain Strategy
We also knew from Google analytics that telling people to go online and leaving them to 2. Encourage people to think about (we set a target of 300% traffic groups:
The overall PR strategy was to announce
do it themselves wouldn't achieve the effect we needed – the return visitor rate to the NDI whether they or their family and increase from June 1 2010-2011) »» Maori and Pacific Islanders the launch of The Journal through
website was just 21% - we needed to coach them through the process. friends may be suffering from
»» Gay community credible sources including advocates and
We also tested natural spikes and dips in site traffic so we knew when the timing of our depression
the news media to give confidence to
communications would be most effective to attract traffic to the site. We also reviewed 3. Increase visitor numbers to the »» New mothers
potential users:
extensive Ministry of Health research into depression in New Zealand to help formulate our website »» Elderly people
Announce the launch of The Journal to
fact sheets and media releases and set the tone of the launch campaign. 4. Extend engagement time with the
website Messages the public via mainstream, widespread
and indepth media coverage two weeks
5. Increase the number of people prior to the advertising campaign launch
Consumer:
seeking help Leverage John Kirwan's association to
6. Improve the condition of »» The Journal is a self help programme create interest and positive feeling about
people dealing with depression available online to help get you The Journal
nationwide through depression Utilise the following spokespeople to
»» The Journal is confidential and provide advocacy:
backed up by phone, text and 1. Candace Bagnall – Ministry of
counselling services Health
2. Jonathan Coleman – Associate
Minister of Health
3. Dr Lyndy Matthews – psychiatrist
CONTENTS PAGE
PRiNZ Case Studies | 2011 12 PRiNZ Case Studies | 2011 13
Selection of Onl
4. Dr Simon Hatcher – Associate Professor,
Psychological Medicine
Problem Solving / Creativity Evaluation and Follow-up
5. Dr Bruce Arroll – Professor of General Throughout the campaign John Kirwan There was a 300% increase in visits to depression.org.
Practice, Auckland University was used as a news hook and it was a nz and 153,000 unique visits in the launch period – four
constant challenge to ensure that the focus times the number who visited their GP in the same
6. Brian van den Hurk – Head of Social stayed on The Journal and his involvement, period.
Marketing, Draft FCB rather than his future plans for rugby or Results DraftFCB PR secured the TV One piece and the day it
Manage any risks or potential issues other general non-related information
»» 76,145 visitors to The Journal screened (June 2) there were 4,898 visits to the website.
involved with the launch of The Journal about him.
during the launch phase This spike was never beaten during the campaign with
We had to work closely with the web team either the paid search or television campaign component.
Implementation so they knew in advance when stories »» 11,417 signed up – more than 3 The average number of site visits to depression.org.nz
would be published or broadcast, to ensure times the number who saw GPs was around 200 per day. The subsequent NZ Listener
There were six key elements to our
that the website could handle potential for treatment article on June 19 delivered another 2,744 unique visitors
campaign:
traffic flow. This resulted in us having to »» During the first six weeks 4,485 to the website on the day of publication.
1. Media training for all spokespeople so work closely with media to try to confirm people were being treated
they were effective advocates for the Another indication of success is the acceptance of the
and secure exact publication dates – which (statsitics show that 700 people programme by the health sector in the adoption of The
programme some journalists weren't keen to commit to. would have consulted their GP Journal as a "prescription" option. Anecdotal feedback
2. Creating a detailed media kit for Journalists needed to fully understand during the same period) has indicated doctors are seeing patients who are already
distribution prior to the launch. This kit the online self-management programme »» 40% return rate – previously using The Journal and have talked about the fact they are
included a consumer focused media and also understand the "rules" around at 24% for the website, a 67% engaged with the programme proactively with their GP,
release, a primary care focused media reporting about depression (e.g. to not increase which is down to the media coverage.
launch release, spokesperson bios and mention suicide as research shows when
portraits, fact sheets, hype tape of The »» Average time on site - 11:12mins, It may appear somewhat callous to measure ROI on a
suicide is reported on, suicide rates previous time on site 4:20mins, a programme such as this in monetary terms. However the
Journal, screen grabs and TVCs, Q&As instantly go up). 160% increase reality of depression is not only its phenomenal social
3. Media briefing sessions under embargo cost, but the economic cost to society for every suicide
for launch is $448,250. Lifeline, which provides the one-on-one
4. Organising spokesperson interviews support to those engaged in the programme can report
5. Targeting mass media with TV news in that it was able to positively intervene in at least four
particular, a key target cases during the launch period where emergency services
Selection of Online Clippings
were called. Therefore the direct saving to society to date
6. Developing a risk register and holding
in the most conservative of terms is $1,793,000, which far
statement bank to cover any issues that
exceeded the launch budget of $10,000.
might arise during the campaign
The PR campaign commenced at the end nzherald.co.nz
PR for The Journal launch secured 37 pieces of media
of March to allow us to talk to long lead coverage. Audience reach for this campaign totalled
publications to coincide with the launch 1,462,626.
of the website. As depression is a complex Overall the PR campaign was part of a behaviour change
subject, we also needed to ensure that the strategy – we didn't just want to raise a brand profile
journalists understood the proposition and or launch a new campaign – we wanted to give people
therefore reported responsibly on the topic. suffering from depression a reason to stay constantly
engaged and motivated to be involved in the programme.
This was exemplified in the tone of the media coverage
and the use of John Kirwan as a "coach".
The strategy worked. Through blanket media coverage
across national, broadcast and print, we encouraged
4,485 people into the programme in just six weeks – over
six times the number seeking help from their GP. We also
visibly demonstrated the significant improvement in the
severity of depression amongst those who finished the
programme.
We believe that no public health programme in the world
has ever utilised social marketing so effectively to deliver
tangible behaviour change and clear evidence of efficacy.
Following the launch we have operated a sustained
campaign, using case studies from The Journal and John
Kirwan where we can, to ensure that the website and the
issue stays in the spotlight to maintain traffic numbers to
depression.org.nz.
We feel privileged to be part of a campaign that is clearly
making a difference to (and even saving) people's lives.
nzherald.co.nz stuff.co.nz
CONTENTS PAGE
PRiNZ Case Studies | 2011 14 PRiNZ Case Studies | 2011 15
NZTA Auckland Motorways Check Your Height NZTA Rules
and Regulations
The legal maximum height above ground
Use Your
Head &
On average there are 25 over-
height load strikes a year to
bridges/structures/signs on the
Auckland Motorway network.
Bridge Strike Reduction Campaign
Check Your
for all vehicles is 4.25m. An additional 25mm
from either side of the vehicle is allowed for The strikes cost the public
tarpaulins, lashings, straps, chains, covers and a large amount of money and
related connectors and tensioning devices
that aren’t permanently or rigidly fixed to Height time, and pose serious risks
Max height
the vehicle. to the safety of network users.
4.25m
4.25m
Vehicles that are liable to cause damage to any overhead
construction or wires should not be operated.
New Zealand loading They can be avoided if drivers
If your vehicle or its load or both are between 4.25 and 5m guidelines 2009 check that their trucks are
from the ground, you MUST survey the route before you
go and have written permission from the owner/s of any
‘overhead obstruction that the vehicle cannot clear safely’.
loaded correctly and the load
If your vehicle or its load or both are over 5m from the ground, is not over-height.
you MUST obtain a permit from the NZTA Overdimension
Permit Issuing Agency, phone 0800 OVERSIZE (0800 683 774).
Five most common causes for strikes:
NZTA Auckland Motorways - Rosalind Brown
o Diggers not loaded properly, or arms are unsecured.
o Hiabs arms unsecured.
o Loose loads, i.e. scrap metal.
o Crane boom unsecured.
o Open top containers.
Ph 09 5200 200 Use Your
Head &
Check Your
4.25m
The maximum legal height
Height
Background Preliminary Research Audiences Strategy
NZTA Auckland Motorways launched the Bridge Strike Reduction Campaign to reduce the Analysis of historical strike data helped to Information gathered during research Research results, complemented with
number of strikes to over-head structures on the Auckland motorway network by 50%. identify trends around: allowed a detailed profile of the knowledge gained by the stakeholder
campaign's target audience to be communications manager through
Clear messaging and a variety of communication channels were leveraged, and results show »» Location and frequency of strikes
the number of strikes has reduced 75% from 26 strikes to 6 strikes in 15 months. developed ensuring creative concepts past experience with awareness and
»» Type of over-height strike (what hit the and communications were pitched education campaigns enabled a thorough
NZTA Auckland Motorways (also referred to as the Auckland Motorway Alliance or AMA) is Objectives structure, e.g. digger boom arm, scrap appropriately. communications strategy to be developed.
a collaboration of NZTA, Fulton Hogan, Beca, Opus, Resolve Group and Armitage Ltd. metal in open-top container) The strategy had a two pronged approach:
»» Objectives for the campaign were The target audience was defined by a
Two days after NZTA Auckland Motorways launched in 2008, Onewa Road bridge on »» Type of vehicle involved in the strike number of criteria, such as:
clear – reduce the number of »» Stakeholder collaboration – working
Auckland's northern motorway was struck by the unsecured boom arm of a digger being (e.g. flat deck truck, container truck)
strikes on the Auckland motorway »» Owners of vehicles identified as being closely with industry groups and
transported incorrectly on the back of a small truck. The strike bought the motorway to »» Origin of vehicle involved in the strike
network to 13 strikes per annum at risk of involvement in a strike, such associations, NZ Police, subject matter
a standstill, created traffic chaos for over 24 hours, thousands of dollars in damage and (i.e. are there any trends, for example,
over two years as flat deck truck / low loaders used experts such as bridge engineers
narrowly avoided causing serious injury, or even death. Fortunately, the damaged bridge had trucks travelling from the Port)
»» The campaign objectives support to transport diggers, trucks used to and asset managers to gain a deeper
been decommissioned and wasn't in use by live traffic at the time or the outcome would
the overarching goal of the Asset »» Registration details of the vehicle transport open top containers understanding of the communication
have been much worse. It was also fortunate the new replacement bridge had already been
Management "Strategy for Over- involved so the owner can be identified issues that need to be addressed, and
built and opened to traffic, or disruption and cost would have greatly increased. »» Business / industry types identified
Height Strikes on Structures" to Extensive discussion was carried out with gain buy-in to the strategy
One year later, Orams Road Bridge on Auckland's southern motorway was struck, again as being at risk of involvement in a
reduce the risks and consequences industry groups such as National Road strike, such as scrap metal, waste »» Engagement with drivers and
by the unsecured boom arm of an incorrectly loaded digger on the back of a small truck.
of over-height strikes on Carriers and Heavy Haulage Association management operators with hydraulic encouragement to check their
Damage to the bridge was severe, with Orams Road closed to traffic crossing the bridge
motorway network structures to identify issues associated with driver tip bins, digger / earth moving loads prior to travel, through the
deck for approximately six weeks and motorway lanes under the bridge closed many times
»» Another important objective knowledge and understanding of development of the "Height Checker"
to allow $400,000 of repairs to be completed. »» Businesses / operators identified in
was to positively enhance the maximum load heights and loading – an innovative device designed
Local community impact was huge with businesses either side of the bridge suffering loss of previous strikes
reputation of NZTA Auckland practices. specifically for the campaign
trade and local schools and families facing temporary loss of popular 'walking bus' routes. »» Drivers, and especially temporary Leveraging the communication channels
Motorways, positioning NZTA as Knowledge from Senior Bridge Engineers,
So the question was asked – how do we stop this from happening again? drivers, of any of the above to ensure of interested parties has also been an
proactively managing the assets Asset Managers and NZ Police CVIU
they are familiar with their vehicle and important part of the strategy. This ensures
NZTA Auckland Motorways Asset Management team developed the "Strategy for Over- and operation of the motorway Officers gained through experience on
its maximum load height consistency of information and messages,
Height Strikes on Structures" with the objective of "reducing the risks and consequences of network the job was also captured in a series of
over-height strikes on motorway network structures". meetings. and assists with gaining buy-in from the
The five most common causes for strikes
Messages campaign's target audience.
The strategy focused around increasing the level of armouring on bridges to minimise
damage in the event of a strike. This traditional approach was soon challenged as being were identified as: A strong campaign statement "Use Your Communication channels were tailored to
'the ambulance at the bottom of the cliff' and a proactive communication and education Head & Check Your Height – Maximum the target audience through use of twenty
»» Diggers incorrectly loaded, or arms
campaign was included. Height 4.25m" was developed to enable billboards located at strategic onramps
unsecured
clear and simple messaging with the goal and three larger billboards located at each
NZTA Auckland Motorways Stakeholder Communications Manager, Rosalind Brown, was »» Hiab arms unsecured of encouraging drivers / operators to think extremity of the motorway (i.e. north of
engaged to develop a communications strategy designed to reduce the number of over-
»» Loose loads, i.e. scrap metal about the height of their load before Puhoi, south of Ramarama, and Westgate),
height strikes on Auckland's motorways.
»» Crane boom unsecured entering the motorway and to be aware of advertisements in trucking / transport
A campaign objective to reduce the number of strikes by 50% from an average of 26 to 6 the maximum load height of 4.25m. publications, promotion through National
strikes per annum over two years was agreed, and has been used to measure the campaign's »» Open top containers Road Carriers newsletter and website,
Use of strike imagery is also a strong
success. media releases, and a direct mail campaign
communication element, as billboards are
Rigorous consultation with industry representatives and operators, bridge engineers, asset one of the main communication channels to nearly 1,000 drivers / business owners
managers and the NZ Police Commercial Vehicle Investigation Unit (CVIU) resulted in the used in the campaign, and the message identified as being at risk of involvement in
development of a phased campaign strategy covering awareness, education, enforcement must be communicated in a matter of a strike.
and physical works. seconds with minimum distraction to
A strong campaign statement was developed ("Use Your Head & Check Your Height") and drivers.
the first phase of the Bridge Strike Reduction Campaign, was launched on 1 December
2009.
CONTENTS PAGE
PRiNZ Case Studies | 2011 16 PRiNZ Case Studies | 2011 17
Implementation Problem Solving / Creativity Evaluation and Follow-up
The campaign budget was $50,000 which A high impact approach was taken, and it The Bridge Strike Reduction Campaign has been very effective, demonstrated by
equates to a fraction of the cost of a major was felt that clarity, simplicity and strength the large reduction in strike numbers, and increased levels of awareness of 4.25
strike. Separate funding was sought for were important factors to successfully maximum load height and correct loading practices.
construction of the billboard sites as these communicate key messages. This was Strikes occurring on the Auckland motorway network are logged in NZTA Auckland
will be utilised in future campaigns, and achieved by creating: Results Motorways customer relationship management (CRM) system, and numbers
therefore not included in the cost of this monitored and reported monthly.
»» Simple, strong and consistent messaging »» Results already exceed the
campaign
»» High impact visual language/style campaign objective of reducing Details of the driver / business involved in a strike are passed to NZTA Auckland
Targeted communication channels were used, strikes on the Auckland's Motorways communication team, and 'Use Your Head & Check Your Height'
including: »» Clear reminder of the height limit
motorways by 50% over two information packs sent to them.
»» Bold use of the NZTA colour palette
»» 20 x 1.2m x 2.4m billboards at strategic years
onramps across Auckland's motorways »» A dynamic palette of elements worked
»» Since the campaign launched,
across multiple mediums
»» 3 x 1.8m x 3.6m billboards at each strike numbers have fallen from
extremity of the network to capture Development of the 'Height Checker', an an average of 26 per year to 6, a
those travelling from outside urban innovative device allowing drivers to easily reduction of nearly 75% with no
Auckland check the height of their load, was essential severe strikes, such as Onewa or
to the success of the campaign, and provided Orams Road, reported
»» 1 x 1.2m x 2.4m billboard attached to a real talking point.
the offices of the NZ Police CVIU, located »» Messaging promoting 4.25m
at the Stanley Street Weigh Station in Designed to be tailored to individual vehicles, maximum load height has also
Parnell. This is a key route from the Port it is personalised by writing the vehicle's performed well. This is supported
and a high profile location registration number in the space provided. by results from a National Road
An initial measurement is required to be Carriers roadside survey, which
»» 'Check Your Height' loading guide (DL taken from the top of the driver's window to showed that nearly 90% of truck
brochure) ground level. This measurement is marked on drivers correctly answered 4.25m
»» The "Height Checker" – a simple, easy to a scale on the card and the 'Height Checker' when asked to confirm maximum
use tool allowing operators to check load is ready for use. The driver / operator holds load height
height is within 4.25m the card out in front of them at arm's length,
»» "Use Your Head & Check Your Height" aligns the top of the driver's window with
posters and stickers for display in lunch that of the marked card, then moves back
rooms from the truck until the bottom of the trucks
»» Advertisements in targeted industry wheels are aligned with the ground.
publications and newsletters If the top of the load can be seen within
»» Media releases the cut-out sections of the card, the load is
within 4.25m. If the top of the load cannot
»» Attendance at industry meetings and be seen, further measurement is required.
conferences
The 'Height Checker' is sized to fit the glove
»» Direct mail campaign of "Use Your Head compartment of a truck, and made from a
& Check Your Height" information packs, durable, light-weight plastic material.
including loading guide, posters, stickers
and "Height Checker" (copies of all Feedback from the NZ Police CVIU has
material supplied) been extremely positive. They support and
encourage the use of the 'Height Checker'
Extensive use of the Orams Road strike as an
by providing truck's passing through the
example of cost, inconvenience and potential
Stanley Street Weigh Station with a copy of
safety risks caused by a strike worked well as
the device, take the initial measurements and
the strike had occurred just two months prior
personalise the card so that it is ready for use.
to the campaign launch.
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