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.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
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. Ask R U OK?
2. Listen
3. Encourage action
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
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.
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.
“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.
How R U OK? harness Isentia Insights for their campaign strategy
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 […]
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%.
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
Dominating the discussions, politicians generated negative sentiment around “press freedom”.
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.
"
["post_title"]=>
string(66) "Your Right to Know: Who is leading the Media Freedom conversation?"
["post_excerpt"]=>
string(240) "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. "
["post_status"]=>
string(7) "publish"
["comment_status"]=>
string(4) "open"
["ping_status"]=>
string(4) "open"
["post_password"]=>
string(0) ""
["post_name"]=>
string(27) "your-right-to-know-campaign"
["to_ping"]=>
string(0) ""
["pinged"]=>
string(0) ""
["post_modified"]=>
string(19) "2020-01-23 05:07:22"
["post_modified_gmt"]=>
string(19) "2020-01-23 05:07:22"
["post_content_filtered"]=>
string(0) ""
["post_parent"]=>
int(0)
["guid"]=>
string(31) "https://www.isentia.com/?p=4160"
["menu_order"]=>
int(0)
["post_type"]=>
string(4) "post"
["post_mime_type"]=>
string(0) ""
["comment_count"]=>
string(1) "0"
["filter"]=>
string(3) "raw"
}
Blog
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.
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world.
Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta's withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.
Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside.
The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis.
Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests.
Over in Sydney, meanwhile, CityHub amplifies underrepresented voices and promotes accountability by covering issues such as military bases ("We Need to Talk About Pine Gap"), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.
This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies. CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council's ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.
The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.
CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs.
Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community - but what influential figures help disseminate these stories amongst willing audiences?
It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage.
CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs.
How a new type of local journalism is engaging ANZ audiences
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, […]
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals.
In regions like Australia and New Zealand (ANZ), these challenges are particularly significant due to the unique ecosystem and levels of public engagement. With a relatively small number of major news outlets, the way journalism is practiced and perceived in ANZ carries considerable weight.
And this has a day-to-day impact on how PR & Comms professionals carry out their jobs. What does it mean when trust in journalism fluctuates, or when emerging platforms challenge traditional outlets for influence?
To kick off our study into the state of journalism and news - in both ANZ and beyond - we’ve started by quantifying how the public talk about the media.
Compared to the UK and US, Australia and New Zealand audiences are more likely to label journalism as ‘important’, albeit with a not inconsiderable amount of conversation describing it as "dead."
What’s behind the difference? Certainly, both countries' audiences advocate for quality reporting and accountability, as exemplified by New Zealand journalist Jack Tame’s revelation of a gun lobbyist's lies after the Christchurch attack. At the same time, local journalism faces challenges, with regional outlets shutting down due to lack of government funding, as noted by ACM’s Managing Director Tony Kendall. These in turn lead to spirited defenses of local journalism’s importance.
However, neither of these trends are necessarily unique to the ANZ regions. The answer can potentially be located when we look at how these conversations take place over time.
Clearly, public conversations around journalism - both in ANZ and elsewhere - are not in their nature consistent. This reflects how particular moments in the news cycle can lead to a sudden outpouring of interest and conversation.
So what are those moments in ANZ?
One centres on the recent court cases being mediated between the Australian government and social media organisations. In looking to place a monetary and moral value on news, these proceedings prompt the ANZ public and media to talk about journalism as something ‘important’ and worth protecting.
Another hinges around the return of Julian Assange to Australian soil. This has prompted differing responses across individuals and media outlets - but what’s certain is that it places ANZ at the centre of an important unfolding conversation about the role and responsibilities of the media.
Australia and New Zealand are global outliers in many sectors, from sport to mining & energy. Journalism, it seems, is another that could reasonably be added to that list.
So why does this matter?
PR and communications strategies must adapt to a landscape where sources of information are more fragmented and where citizens themselves can act as newsmakers. It’s important to understand how attitudes around these vital channels and contacts take shape.
We’ll be exploring the journalist and media landscape through multiple different lenses over the coming couple of months. If you’d like to attend one of the events we’re hosting around the region - or view a webinar recording - please reach out to us at brandmarketing.team@isentia.com
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals. In regions […]