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Case Study: Scanlon Foundation

Translating Australia’s largest and longest-running survey on social cohesion into practical resources for policy makers, media and communities.

The Brief
The Scanlon Foundation's annual Mapping Social Cohesion research series has been unpacking Australian attitudes towards social cohesion issues like immigration, multiculturalism and trust in government for the last 12 years.

In December 2018 – for the ninth year running – the Foundation engaged Think HQ to take the dense academic report (more than 60+ pages) and accurately communicate its key findings to stakeholders across community and government sectors.

Idea
Think HQ developed and delivered an integrated PR campaign targeting policy makers, and community and social service organisations.

Building on previous years, we used launch events and briefings in Canberra and Melbourne to inform government departments and communications organisations; and public facing digital, social media and targeted media relations activity to inform the broader community of the findings.

Outcomes
We delivered:

  • A pre-launch briefing event at Parliament House, Canberra, attended by key Ministers and parliamentary staff.
  • Pre-launch briefings with the Department of Social Services and Department of Home Affairs in Canberra.
  • Planning and execution of a national launch event in Melbourne, which was attended by 250 government and community stakeholders, and featured a thoughtful keynote presentation by leading social researcher Hugh Mackay.
  • Social media activity and live-tweeting activity on launch day, which resulted in an Australian trending hashtag, #SocialCohesionReport.
  • 3D-animated video, produced in-house, that communicated key findings in a visually interesting way. This was also cut into bite-sized grabs for use on social media.
  • A campaign microsite to present the tell the story of this year’s results. We wrote website content, designed and built the site, and created the accompanying infographics.
  • A successful media relations campaign, which targeted senior political and social affairs reporters, which led to quality editorial coverage in outlets including The Australian, AFR, AAP, The Age/SMH, The Guardian and 774 ABC Radio Melbourne.

Our nine-year relationship with the Scanlon Foundation is testament to our collaborative approach to client partnerships, and our ability to continually bring new ideas and innovations to the table to grow and build on the success of projects, year on year.