Connected AU is an organisation committed to reducing isolation and loneliness in vulnerable populations. Founded by Dubbo-based lawyer, Mea Campbell, the organisation’s main offerings are: The Letterbox Project - a national pen-pal initiative designed to increase social interactions for those with limited ability or access to the internet and a series of Virtual Hobby Groups - four safely monitored digital forums on topics such as cooking, reading, gardening and socialising.
The Brief:
Drive equal awareness and participation for The Letter Box Project and Virtual Hobby Groups program
Educate audiences on the role of Connected AU in helping vulnerable members of society.
Prove goodwill and brand awareness for Tetley Tea – corporate partner for Connected AU
Media training to help Mea clarify key messages and feel more confident about doing interviews
The Results:
350+ media articles over 6 months including;
Country Style, Vogue, Australian Women’s Weekly, National Nine News, The Morning Show, Studio 10, Weekend Today, The Australian, Business Insiders, 2GB, ABC Breakfast, Graziher, Smart Company, Sydney Morning Herald
Significantly increased Connected AU’s media profile with an audience reach of over 18M. Considering the population of Australia is 30.2 million – this is a tremendous result.
Secured a role as speaker at the annual Vogue Codes 2021 summit. Mea was one of six regional entrepreneurs selected to speak on her business journey, challenges and the rewards of building a business in a remote location.
Increased sign-ups to the Hobby Groups. Morning TV interviews in particular had enormous impact and saw significant traffic to the website, signups to social media and onboarding of new subscribers from across Australia.
Connected AU were successful in their bid to secure a second year of sponsorship due to the positive publicity generated throughout the first 6 months of the campaign.