The Common Good (Research)
CHALLENGE
The Common Good is a household name across Brisbane as the non-for-profit behind the famous Ekka Strawberry Sundaes, however previously their work supporting life-saving medical research has not received the acknowledgement or celebration it deserves.
For years, the outcomes delivered by the projects supported by The Common Good have changed the lives of Australians across the country, but those stories, along with the immeasurable value of The Common Good, haven’t reached mainstream audiences.
SOLUTION
IVY was appointed the retained PR agency for The Common Good in late 2021.
To drive a constant stream of national press, we built a strategy centred around each key medical research initiative – highlighting the expertise and brains behind the work, showcasing the real-life impact, and driving heart through human interest stories.
Two of the primary initiatives for 2022 were ICU of the Future and The Living Heart Project – both projects that lived locally within Queensland, but that held impact far further afield. Following the above formula we shared these stories of The Common Good, their researchers and their patients – and drove attention nationally across television, radio, online and print.
In additional to traditional press outreach, a core component of our work with The Common Good is stakeholder liaison and management – with so many organisations and individuals involved in each project, getting the messaging and story right becomes even more important.
Across these two projects alone, 22 pieces of coverage was achieved, including the front page of The Australian.
IVY continues to work with The Common Good today.
RESULTS
1,914,095 // Total reach
$976,547 // PR value
22 // Pieces of coverage