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Case Study

NZOC Rio 2016

Using compelling insight to power action, New Zealand Olympic Commitee and Isentia work together.

Client
The New Zealand Olympic Committee (NZOC) Download Case Study PDF
GOLD AMEC award in 2017 for Most Impactful Client Recommendations

The challenge

The New Zealand Olympic Committee (NZOC) represents both the Olympic and Commonwealth Games movements in New Zealand.

The organisation’s aim is to inspire excellence and pride in New Zealanders and enable New Zealand’s elite athletes to achieve on the world’s stage. Partnering with Isentia, NZOC uses our insights to advocate for more balanced reporting of female athletes.

In order to continue its extensive work advocating for the advancement of women to leadership roles in the New Zealand sporting sector, the NZOC asked Isentia to examine gender balance in sports reporting during the Rio 2016 Olympic Games.

Our approach

We designed a project that analysed all mainstream media mentions of New Zealand athletes across a 14-month period covering the build-up to the Olympics, the event itself, and the aftermath.

The analysis focused on imagery, narrative and the language associated with athletes, examining these factors in reporting on male athletes compared to female athletes.

 

28,420Total Olympic athlete mentions analysed

We know awareness leads to change, and it is our hope that this research will serve as a catalyst to more balanced reporting. We would like to encourage sports media and communications teams to consider the words and images they are using, thinking about where articles are placed and who is speaking. Would the opposite gender be portrayed in the same way? Gorgeous Mum or Inspirational Athlete? The choices matter.
Ashley Abbott
Public Affairs and Communications Director at NZOC

Outcomes

On the basis of this research, the NZOC was able to make two key recommendations to help address the skew uncovered within the data.

These were: to encourage the IOC to use the findings to develop a global measurement framework and benchmark for the representation of female athletes; and to share the data with local sporting committees and bodies to drive change in the media.

The NZOC will also use the findings as the basis for educating journalists and journalism students, and provide further support to sporting organisations to equip female athletes with media training, to help them create and maintain relationships with journalists and media outlets.

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IIt was just a week ago when I was asked to travel to Canberra to assist the Isentia Canberra team with the 2022-23 Budget. The team was preparing to provide our clients with a range of Parliamentary Services to support them throughout the Budget announcement and plethora of reactions, resulting in the most significant media day of the year. 

Isentia has an office right in the middle of the Parliamentary press gallery, above the House of Representatives, alongside the ABC, The Conversation, 9 News, 7 News and SBS had my head reeling. We are in the thick of the Budget conversation at Parliament House and have access to the Budget papers during lock-up. I am not going to lie, I would have loved to have gotten my hands and eyes on what lay inside the mass that is the Budget, but I was just as excited to be a part of Isentia’s first live stream of the conga line to deliver immediate stakeholder perspectives.

Lock-up team Whitney and Crystal ready to unpack the 2022 Budget for clients, pictured with Account Executives Melvic (right) and Nikhar (left)

This is my first time in Canberra and walking into Parliament House. It may sound ridiculous to some, but I felt the magnitude of decisions and words within this space as soon as I arrived. This could be due to the physical size of the building, the maze of corridors (I did get lost), or that Greg Hunt, Minister for Health and Aged Care, passes by you, or Laura Tingle, ABC political journo heavyweight, is standing inside the courtyard cafe – no longer just a revered top news journalist on my TV screen. I am tempted to approach her and ask her thoughts on any Budget revelations, but professionalism nips that one in the bud.

The live stream is my main priority and ensuring we capture stakeholder responses as soon as lock-up ends. With the cool, calm, and collected Melvic (Canberra Account Executive) by my side, I felt we were prepared to capture all the opinions and critical commentary on Frydenberg’s latest Budget. But as Melvic had said to me plenty of times over the past couple of days while in Canberra, “you can’t exactly prepare for Budget night.” Speeches can go on for longer, lock-up can be delayed, and elevators can stop working. It was 7.30pm, and we (Melvic and myself) could not get to the second floor, where the press gallery and the conga line were to be. After semi-frantically looking for a way to get there – the elevator wouldn’t go to floor two, and the staircase was blocked off – our prayers were answered in the presence of a former staffer who took pity and showed us to an elevator that could get us there. The doors opened, and we were awkwardly confronted by a crowd of diners enjoying a catered event, but after casually walking by, we were able to get to the gallery and stream the conga line.

I staked my claim on a small footprint of space to set up Isentia’s nimble streaming equipment among tall, solid guys supporting big TV broadcast cameras. As speakers were changing over, we had to pause for one of them to change their camera battery. The speakers were unfazed by the background buzzing of phones, regular triggering of Parliament House clocks and adrenaline-pumped chatter of people in the corridors. I was particularly moved by the words of Carolyn Smith, Aged Care Director at the United Workers Union and a team of aged care workers who felt a lack of respect for what the Budget provided them. I wondered how journalists could keep it together when they were listening to the stories and concerns of people who really feel impacted by the decisions made here. These are comments and opinions that matter to our clients, and providing this service allows them to better inform their operations and objectives. After the last speaker, Melissa Donnelly, National President of the Community & Public Sector Union, had finished, the live stream was done. But the active alerts team weren’t.

Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)
Live stream conga line of Carolyn Smith, Aged Care Director, United Workers Union & Aged Care Workers (Curtis, Marina, Shin,Teresa)

The team, rapid-firing live alerts to clients after lock-up release, are able to provide clients near-immediate knowledge of key topics concerning their organisation. This being my crash course introduction to the chaos of a Budget night, I was not expecting the personal understanding and touch that went into the live active alerting process for clients. I pictured images of machines whirring and topics automatically ticking through Budget content, machines that made a detached decision about what was relevant to clients and made blanket sends without consideration. How our Account Executives, Crystal and Whitney, understood the ins and outs of the needs held by our clients does make a real difference to accuracy and content relevancy.

With the speed and focus they applied to this product offering (active alerts), you would have thought they were machines anyway. But a machine is not going to have their ongoing long-term client relationship and understanding of client development.

 It’s a wrap! Budget 2022 Isentia team, (from left) Crystal (Account Executive) Loren (Marketing Executive ANZ), Whitney (Account Executive), Melvic (Account Executive), Nikhar (Account Executive), Russ (Chief Commercial Officer). 

After the last active alert was sent, you could still feel the adrenaline. The pace and unpredictable circumstances that this team worked under were staggering, but we made it in the end. After a justified amount of snacking, we packed up the Isentia Parliament office and found our way to the car park, where everyone there that night was in a state of buzzed debriefing as they crouched into their Ubers home. I doubt anyone there got more than 5 hours of sleep that night, but it was amazing to be a part of how Isentia offers a unique service to clients. We look forward to giving the same level of tailored content to clients during the election coverage.

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