In April, InsideOut Public Relations (Sydney, Australia) worked with Leo Burnett and headspace on the launch of their online anti-bullying technology. The technology was an Australian first, and works like a spell-checker, where if a cruel word is used, a redline appears, enabling a person to reconsider their choice of words. There was no budget allocation for advertising or endorsements.
IOPR focused the media publicity strategy on a tailored and exclusive approach. Identifying key media and approaching each with unique angles and materials. IOPR’s team heavily pitched to media – through 1:1 personal communication. IOPR also established relevant stakeholder relationships for additional opportunities.
Over the course of this six week campaign, garnered 150 million media impressions (every state paper in Australia covered the story, along with unprecedented international coverage) - A$500,000 in AVE (excluding international coverage) - 150,000 installs - Introduced to over 260 schools - 84% of insults reworded - 67% reduction in bullying behaviour per user - Over 20,000 consumer contributions on the tool.
Note: this campaign won a Bronze Lion at the Cannes Festival in 2016.