Mapping Social Cohesion 2020
Translating Australia’s largest and longest-running survey on social cohesion into practical resources for policy makers, media and communities.
With 2020 changing the world of events, we shifted the launch into the digital world for the first ever, opening it up national and international attendees.
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 13 years.
In January 2021 — for the tenth year running — the Foundation engaged Think HQ to take the dense, 100-page academic report and accurately communicate its key findings to stakeholders across community and government sectors.
Idea
To support the report’s launch, Think HQ developed and delivered an integrated PR campaign targeting policy makers, and community and social service organisations.
With 2020 changing the world of events, we shifted the launch into the digital world for the first ever, opening it up national and international attendees.
We also developed all public facing digital, social media and targeted media relations activity to inform the broader community of the report’s key findings.
Outcomes
We delivered:
- A digital pre-launch briefing with elected members of Parliament and their staff, co-hosted by the Parliamentary Friends of Multiculturalism group
- Digital pre-launch briefings with relevant government departments, including DSS, the Department of Home Affairs, and the Parliamentary Library
- Planning and execution of a digital launch, which attracted 582 registrations, 391 attendees, 58 live Q&A questions asked, and attendees from USA, UK, New Zealand and the Netherlands.
- Managing all event logistics, including digital registrations, managing the live Q&A, overseeing multimedia inclusions, and working with panellists including MC, SBS world News presenter Janice Peterson.
- All social media activity, including live-tweeting on launch day.
- An animated video — scripted and produced in-house — that summarised the report’s key findings in a digital-friendly format.
- A campaign microsite to tell the story of this year’s results. We wrote website content, designed and built the site, and created accompanying infographics.
- A successful media relations campaign — which targeted senior political and social affairs reporters including Stephen Lunn and Katharine Murphy, and led to quality editorial coverage in outlets including The Guardian, The Australian, AFR, The Conversation, and ABC Radio Melbourne.
Our ten-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.
This project demonstrates our ability to manage and promote large scale digital events that combine formal presentations and multimedia elements, proving we can package relevant content into both exciting event formats, and long-lasting communications products.
