Best Not for Profit Campaign, 2006 Asia Pacific PR Awards
To be globally competitive in the health and medical research field long term and deliver improved health outcomes for Australians, substantial investment is required from Government, industry, business, philanthropy and the general public.
Partnering with Research Australia, Crossman faced the challenge of demonstrating and building community-wide support for the cause to ultimately put it on the political agenda and make funding for health and medical research a greater national priority.
On a very limited budget, Crossman Communications created Research Australia “Thank You” Day, a world-first program. By encouraging the public to send personal messages of appreciation to researchers, it built pride in Australia’s world-class capabilities, puts human faces and heart-wrenching stories to hard-to-grasp concepts and shone the spotlight on positive health outcomes as a result of research, thus strengthening our research environment.
“Thank You” Day comprised two key elements:
A public awareness and education campaign calling on Australians to send personal messages via www.thankyouday.org or by text to 0428 THANKS. Key elements included a national giant “Thank You” card tour with celebrity signing events, proactive media program, TV and radio community service announcements, tool-kits for Research Australia members (including institutes, universities and special interest groups), and special reports into the nation’s health and future prospects.
The “Thank You” Day Awards Dinner which honored six individuals and organisations whose philanthropy and advocacy have helped build a stronger Australian research environment. These awards provided Australian research and the campaign with high profile endorsement by leaders in the community.
In 2006, pop princess Delta Goodrem was enlisted as ambassador and a specially commissioned report called Then, Now…Imagine was developed as the main news hook.
300+ print, broadcast and online news stories about the importance of research, research heroes and people they have helped
50 million+ audience reach
Television community service announcements, website banner links, member and sponsor events and publications
400,000+ personal messages received by 155 research organisations demonstrating that Australians think research is extremely important
Increase to research funding in 2006 Federal Budget following the presentation of a sample of messages received to the Prime Minister