Challenge
A non-profit organisation needed to increase public awareness and engage audiences across multiple touchpoints, including digital, traditional, and point-of-care media. The campaign aimed to educate Australians about the importance of their mission while overcoming barriers such as audience inattention in oversaturated media environments.
Result
The campaign achieved strong recall across various channels, with 29% of respondents recalling the non-profit organisation advertising in medical waiting rooms, demonstrating the power of point-of-care environments in delivering health-related messages. TV and social media channels also performed well, while 32% of respondents had no recall, highlighting the need for continued efforts to reach untapped audiences.
Source: YouGov Brand Study, conducted online from 27th June to 1st July 2024, n=1,025 Australians 18+
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