A meaningful win for Juntos and the Murrumbidgee Primary Health Network at the AMI Marketing Excellence Awards 2018
11th October 2018
Last night, the elite of Australia’s Marketing world joined together in the palatial setting of the Sheraton on the Park, Sydney to recognise and celebrate the people and campaigns that reflected the industry’s most outstanding achievements of 2018.
The team from Juntos, along with our clients from the Murrumbidgee Primary Health Network, were excited to join the proceedings and anxiously awaited the announcement for the category we had been nominated for, Best Marketing campaign in the Not for Profit sector.
It was an especially meaningful night for all of us as it also happened to be World Mental Health Day. The campaign set out to tackle the suicide crisis facing people of the Murrumbidgee region by raising awareness of after-hours crisis support.
The team were thrilled when Juntos Marketing were announced as winners of the category, facing some stiff competition from the likes of Headspace and Royal Life Saving Society WA.
Hearing the judges positive feedback was heartening and gave the win more meaning. It was a poignant reflection on a project that had taken so much of our focus.
Some of the key challenges that we faced included, effectively managing a vast number of stakeholders, including those from the community and other organisations (often with differing opinions!), whilst not diluting the essence of our campaign idea. We also needed to ensure that the campaign message really spoke to the people of the area with sensitivity and authentically as there was a lot of stigma surrounding the issues of suicide.
The outcome was well worth the hard work with the campaign delivering in a big way for the MPHN and the people of the region:-
- 241% increase in awareness of the MPHN’s dedicated Murrumbidgee Accessline
- 66% increase in awareness of phone support services
- 59% increase in awareness of other relevant support services
- The social media components of the communications campaign reached more than 191, 000 of the total 241, 487 people in the Murrumbidgee region.
- The TVC was viewed in full on social media more than 12, 900 times, and post engagement was strong.
What these statistics show is that the campaign was successful in building awareness, reducing stigma and starting the conversation around a very complex and difficult issue. An issue that is very prevalent in remote country regions of New South Wales.
A fantastic win and also a very important one for the team on the day that people reflected on Mental Health issues across the world.
If you’d like to find out more about this campaign and how we could help your organisation, call us for a chat on 02 9555 6115