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Case Study

How R U OK? harness Isentia Insights for their campaign strategy

R u ok?

Challenge

R U OK? is a public health campaign founded in Australia, focusing on creating a world where we’re all connected and protected from suicide. Their mission is to inspire and empower people to meaningfully connect with those in their world and lend support when they are struggling with life.

R U OK? focuses on building the motivation, confidence, and skills of the help-giver—the person who can have a meaningful conversation with someone who is struggling with life. R U OK? encourage four steps to have a meaningful conversation:

  1. 1. Ask R U OK?
  2. 2. Listen
  3. 3. Encourage action
  4. 4. Check in

R U OK? have a host of free resources to help you ask, ‘are you OK?’ and lend support to the people in your world every day of the year. Because when we genuinely ask, ‘are you OK?’, and are prepared to talk to them about how they’re feeling and what’s going on in their life, we can help someone who might be struggling to feel connected and supported long before they’re in crisis.

The annual R U OK? Day campaign is their National Day of Action, where people are reminded that every day is the day to start a meaningful conversation that could change a life. 

To assess their impact and gauge progress towards their goal of behavioural change, R U OK? sought to evaluate the effectiveness of their campaign messaging, ambassadors, and public discourse in their communities. Additionally, they wanted to understand the main narrative in these communities to shape their future campaign themes and strategies.

Our approach

Through a number of different datasets, Isentia provided the organisation with comprehensive insight into its campaign messaging as well as the volume and quality of media reporting on R U OK? This valuable information was obtained through Isentia’s Media Analysis reports shedding light on common themes, trends, and messages associated with R U OK? through media coverage.

“We know Isentia are trusted friends. We know we can come to the team with any ideas or queries and be provided with a great solution. Our long term partnership has allowed us to go on this journey together, seeing such change in the Australian landscape for health and suicide prevention.

Isentia’s reports have helped us (and continue to) understand the impact of our coverage and the reach of our campaign messaging, and that every day is the day to ask, are you OK?”

Katherine Newton, R U OK? CEO

Katherine Newton, R U OK? CEO

The analysis revealed the following:

  • – Message penetration in the media
  • – Impact of ambassadors and spokespeople
  • – Campaign effectiveness in raising awareness and encouraging meaningful conversations
  • – Measurement of media coverage quality and tone for R U OK? 
  • – Insights into community, workplace and school engagement with R U OK? and the types of positively received content.
Having a meaningful conversation

Outcome

Isentia’s support to R U OK? has helped them measure their campaign impact consistently over time.

Our analysis quantified the success of R U OK? in reducing negative portrayals of suicide and stigma in the media and R U OK? events. With an impressive 87% national brand awareness and a 25% participation rate, it highlights the positive and supportive behaviour that emerges when individuals actively engage in these conversations.

Media coverage, including increased editorial attention, has effectively promoted R U OK?, raising awareness and fostering an important culture around meaningful conversations. 

The organisation’s brand mentions, advertising space rate (ASR), and cumulative audience figures have consistently increased each year, also indicating the successful penetration of their messages. The most prominent messages, in terms of volume, emphasise that R U OK? builds awareness of suicide and mental health issues, while the annual campaign day helps to build community capacity to have meaningful conversations with the people in their world.

What our analysis showed

Our analysis demonstrates the positive changes in the Australian landscape regarding health and suicide prevention. People are more engaged, have a better understanding of their role in suicide prevention, and desire deeper connections. This means genuinely asking, ‘are you OK?’, and knowing how to connect with and support others when they express they are not okay. 

Isentia’s data and analysis not only fulfilled their objectives but exceeded their expectations. The reports provided are invaluable, so much so that we are their sole earned media insights provider.

These Media Analysis reports helped the organisation understand the impact of their messaging on their audience. They learned what worked and what didn’t, providing insight for future messaging and their content development strategy. These reports have also served as a valuable tool for reporting to the R U OK? board of directors, funding partners, and government. Providing concrete evidence of the organisation’s campaign impact in the media and success in stimulating community action for suicide prevention.

R U OK?

“Isentia’s Media Analysis reports help us look at the narratives to see where people are at and where we can take them next.”

For more information on how Isentia’s data and insights can help your organisation, simply fill out the form below.

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The Your Right to Know Campaign was established in response to deteriorating media freedom. It prompted an unprecedented collaboration between competitors including Nine, News Corp, the ABC, SBS, The Guardian and journalists’ union in the Media, Entertainment and Arts Alliance. All in an effort to call for reforms to protect public interest from Australia.

Politicians dominate the discussion

On Monday 21 October, Australian media organisations blacked-out text on print newspapers, instead of showing front-page headlines. The first bold statement instigated by campaign members. As a result, it created a lot of chatter in the media -  mentions spiked at 3,042 across across social and traditional media.

Data analysed by Isentia, shows in the week October 21 to October 25 2019 there were a total of 6,242 mentions of "press freedom." 

While it was the media who started the campaign on Monday, through the week politicians had 60% share of voice on the topic. Prominent journalists followed with 22.8% and CEOs of media organisations 15.3%.

Groups leading the conversations. Key term used ‘Press Freedom’ 21 - 25 October 2019

Top spokespeople

Despite journalists and media organisations instigating the campaign, politicians dominated the conversations. The top spokespeople discussing the topic for the week period were:

1.Scott Morrison, Australian Prime Minister - 95 mentions

2.Anthony Albanese, Federal Opposition Leader - 38 mentions

3. Barnaby Joyce, Nationals MP - 33 mentions

4.Hugh Marks, CEO Nine Entertainment - 33 mentions

5. Campbell Reid, Senior Journalist, News Corp - 32 mentions


Dominating the discussions, politicians generated negative sentiment around “press freedom”.

Sentiment of the keyword “press freedom” in the media from 21-25 October

Background

Over the past two decades, 75 laws related to secrecy and spying have been passed through parliament. These laws criminalise some practices within journalism and penalise whistleblowers. Government wrongdoings could be hidden and important decisions regarding public information may be concealed. As a result, Australia has been described by the New York Times as the world’s most secretive democracy. 

Media organisations are taking action with the ‘Your Right to Know’ campaign. They’re determined to change the government's approach to media freedom so they can provide Australians with essential information.  They’re pressing for the introduction of a Media Freedom Act, which they say would be advantageous for national security, press freedom and democracy, and ensure legitimate journalism is not subject to criminal charges.

If you would like to receive unparalleled media insight or to better understand trends in the media, get in touch with us today.

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Your Right to Know: Who is leading the Media Freedom conversation?

The Your Right to Know Campaign was established in response to deteriorating media freedom. It’s prompted an unprecedented collaboration between competitors. All in an effort to call for reforms to protect public interest from Australia.

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Don’t be deceived by the tip of the iceberg

Likes, shares, comments and retweets. These social media metrics are often used by marketers to measure the performance of their campaigns or contents. However, this is just the tip of an iceberg. In this whitepaper, Isentia reveals why.

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Whitepaper
The social numbers

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Isentia, a leading provider of media intelligence and analysis services, is proud to announce the launch of “The Conversation of Sport: Representation of Women in Sports News Coverage,” in partnership with the Office of Women in Sport and Recreation. This research aims to bring awareness to gender inequality in sports, and attention to address the underrepresentation of women in sports media.

The purpose of this research is to establish a baseline of the current coverage of women’s sport and women in sport in Victoria, providing crucial data to advocate for improved representation moving forward. Isentia's expertise in media monitoring and analysis plays a pivotal role in gathering independent, transparent data to assess the current landscape accurately.

"Equal representation in sport is key in shaping the way we view the world…This research represents a key step forward in reducing the gap in coverage for women in sports news. It directly supports the media and sporting organisations with independent, transparent data of current performance in this space.," said Ros Spence Minister for Community Sport

This research shows that the coverage of women’s sport in the media remains significantly lower than that of men’s sport, with only 15% of sports news coverage in Victoria focusing on women’s sport in 2022-23. Isentia's collaboration with Change Our Game aims to highlight this disparity by empowering media outlets with the data and tools necessary to increase the visibility of women in sports news.

Isentia and its partners envision a future where strong representation of women in sports media contributes to the professionalisation of women’s elite sport, dismantles limiting stereotypes, and promotes inclusivity at both the elite and community sport levels. This collaboration sets the stage for a more equitable and diverse sports media landscape, where the stories and achievements of women athletes are celebrated, amplified and contribute to a stronger ecosystem for women's sport.

"Through our partnership with OWSR, we are hopeful that this research will shine a light on the current state of play of sports news, and the impact this can have on the support and participation in women’s sport. While the findings are confronting, having this baseline will help drive positive change." said Ngaire Crawford for Director of Insights and Research, Isentia. 

"We believe that by working together, we can drive meaningful change and create a more inclusive sporting environment for women and girls everywhere."

What We Hope For the Future:

Through our partnership with Change Our Game and the Victorian Government, we hope to pave the way for a future where women in sport are celebrated and recognized on equal footing with their male counterparts in the media. By increasing the visibility and representation of women in sports media, we aim to inspire the next generation of athletes, journalists and content creators and drive positive change towards a more inclusive and equitable sporting landscape. Together, we can create a world where every athlete, regardless of gender, has the opportunity to thrive and succeed.

About Change Our Game:

Change Our Game is an initiative by the Victorian Government aimed at achieving gender equality in sport and active recreation. Through advocacy, funding, and partnerships, Change Our Game works to address systemic barriers and promote inclusivity and diversity across all levels of sport.

About Isentia:

Isentia is a leading provider of media intelligence and analysis services, helping organisations make informed decisions based on actionable insights from media data. With a comprehensive suite of solutions, including media monitoring, analysis, and insights, Isentia empowers clients to stay ahead in an ever-evolving media landscape.

Select to be taken to Change Our Game's full report

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Isentia co-launches report: Representation of Women in Sports Coverage 2022-23

Isentia, a leading provider of media intelligence and analysis services, is proud to announce the launch of “The Conversation of Sport: Representation of Women in Sports News Coverage,” in partnership with the Office of Women in Sport and Recreation. This research aims to bring awareness to gender inequality in sports, and attention to address the […]

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The story around supermarket prices has been evolving for a number of months, finally reaching an inflection point as the Woolworth’s CEO appeared in a challenging interview with Four Corners and then announced his upcoming retirement only two days later.This chain of events underscores the critical importance of understanding the connections made by broadcast media, as they can significantly influence public perceptions and shape the narrative surrounding key industry players.

https://www.reddit.com/r/PublicRelations/comments/1aukych/australia_woolies_ceo_interview_mishap/?share_id=S-JDSwqI-UlHg_mIeTlkg&utm_content=2&utm_medium=ios_app&utm_name=ioscss&utm_source=share&utm_term=1

It was only the latest in a series of media items to seize Australia’s attention, and cast the nation’s supermarkets into something of a PR and Comms crisis.

And yet, viewing events through this framing also only gives a partial picture. As the discussion surrounding the impact of supermarkets on the rising cost of living intensifies, we've observed a notable surge in the usage of terms such as 'shrinkflation' and 'skimpflation'. Reaching back even further, we can see how the topics attained a gradually greater place on Australian news and social channels. Shrinkflation and skimpflation are tactics employed by supermarkets during economic challenges. Shrinkflation involves reducing product sizes while maintaining prices, subtly passing on costs to consumers. Skimpflation maintains product sizes but compromises on quality to preserve profit margins. These strategies often frustrate supermarket shoppers, especially during economic strains like inflation.

Clearly, the topic has become ubiquitous. But if we want to understand how information and perceptions have been communicated to mainstream Australian audiences, then it becomes vitally important to pay particular attention to broadcast media. 

Broadcast media (which includes television, radio and podcasts)  plays a pivotal role in shaping public discourse and influencing perceptions, particularly on pressing issues such as the cost of living crisis. 

Using Isentia to monitor these data sources, we gain valuable insights into their contribution to consumer attitudes. From identifying which organisations are most associated with the issue to pinpointing key public figures and preferred channels within radio and TV, broadcast media monitoring allows us to understand the complex dynamics that shape public opinion.

It’s the oldest of these media types which accounts for the most mentions of the supermarket crisis. Beyond reporting updates on the senate inquiry and government actions, radio excels in facilitating in-depth conversations between hosts and listeners, which surfaces more individual consumer stories than television or podcasts can match.

ABC's predominant coverage of the topic corresponds with the network's content strategy. Major programs such as the Supermarket Four Corners special and podcasts like The Briefing attract substantial listenership and garner attention from other channels. Channel 7, in addition to delivering key news updates, focuses on the shopper experience within supermarkets, shedding light on everyday challenges faced by audiences, such as navigating shrinkflation and skimpflation tactics.

Understanding the majority share of broadcast channels within this topic is important as it reflects who has the loudest voice, and is most persistently advancing a certain narrative or way of framing the situation. 

Coles and Woolworths dominate the conversation, reflecting their prominent presence in the retail landscape. Their widespread accessibility and familiarity to consumers make them prime subjects for discussion in the context of rising costs and economic pressures. 

Conversely, Aldi and IGA, while still significant players in the grocery market, may receive comparatively less focus in these discussions. Aldi's reputation for offering lower-priced alternatives and IGA's decentralised business model, with independently owned stores, may also contribute to their reduced presence in conversations about supermarket practices during times of economic strain. 

Each channel and network approaches discussions about supermarket groups differently. While Coles and Woolworths understandably dominate each station's broadcasts, the precise balance (and the time afforded to Adi and IGA) is revealing.

For instance, 4BC has encouraged audiences to diversify their shopping habits, with one 4BC broadcaster highlighting that "Aldi and IGA are actually doing more than the other two to really help enormously with the cost of living."

In the discourse on supermarket practices during the cost of living crisis, a number key figures emerge across broadcast channels. Anthony Albanese, the Australian Prime Minister, is predictably prominent on just about every channel, particularly broadcaster 2SM. 

All of them, that is, apart from the Australian Broadcasting Corporation (ABC), which spotlights Allan Fels, an economist and former ACCC chair who has analysed price gouging by major corporations. Other notable politicians mentioned include Treasurer Jim Chalmers, Craig Emerson, Steven Miles, and David Littleproud. 

Media's focus on these figures is crucial for shaping public discourse and policy responses amid economic pressures. While supermarkets are often discussed as a key antagonist in the cost of living crisis, they are increasingly being viewed in the context of potential solutions, particularly regarding government policy to regulate supermarket giants.

At the same time, focus does not only fall on the prominent individuals driving business decisions and policymaking. Country Hour (NSW), for instance, focused a story on cherry grower Michael Cuneo, who ceased selling to supermarkets after he made a financial loss on a shipment of fruit. And it was this story that achieved the greatest media reach of any radio content on the topic.  

Clearly then, the topic has not played out in any one way across any one channel. The prominence of key figures and top broadcast channels in this conversation underscores the importance of understanding how media coverage impacts public discourse and regulatory decisions. Isentia's broadcast capabilities offer unparalleled insight into the role of broadcast media in shaping the narrative surrounding supermarket practices. By harnessing Isentia's monitoring and analysis tools, organisations can gain deep insights into how influential discourse and coverage can impact an industry. 

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How Australian broadcast media has shaped the cost of living crisis narrative

The story around supermarket prices has been evolving for a number of months, finally reaching an inflection point as the Woolworth’s CEO appeared in a challenging interview with Four Corners and then announced his upcoming retirement only two days later.This chain of events underscores the critical importance of understanding the connections made by broadcast media, […]

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