Norco is a 100% Australian farmer owned dairy co-operative; a unique proposition which drives the organisation to always put its farmers first. To coincide with an in-store, on-pack promotion raising funds for The Black Dog Institute, which delivered mental health resources to regional communities, Havas Red were tasked to devise a campaign which put a spotlight on farmer mental health – in order to improve the livelihoods of Australian farmers.

We formed a strategic partnership with The National Farmers’ Federation and launched the inaugural National Farmer Wellbeing Report; an in-depth analysis of the mental health of Australia’s hard-working farmers across all farming sectors. And the findings were both saddening and confronting.

Led by Norco, the Report featured a series of recommendations to help address the issue, starting with efforts to help ensure farmers’ felt valued by the Australia public, through to calling on the state and federal governments for urgent funding and action to help combat the crisis.

Our strategic editorial plan featured a series of exclusives, which were followed by an official media launch on farm with corporate and industry representatives, mental health advocates and farmers – ensuring we humanised the data and report findings with real-life experiences, challenges and commentary.

Industry Awards:

• AMI Marketing Excellence Awards – PR campaign of the year
• AMI Marketing Excellence Awards – Purpose-Led campaign of the year
• Mumbrella CommsCon Awards – Winner, Media Relations
• Mumbrella CommsCon Awards – Shortlist, Content Creation
• PRIA Golden Target Awards – Thought Leadership, Bronze
• PRIA Golden Target Awards – Media Relations, Shortlist
• PR Asia Awards – Shortlist, Corporate Social Responsibility

TerryWhite Chemmart, one of Australia’s leading community pharmacy networks, engaged Havas Red to develop an impactful PR program to position the pharmacy network as a vaccination leader, and the first to market provider for influenza vaccinations.

The flu vaccination is a yearly calendar event, but this year, we really wanted  to garner attention, and drive action around people protecting themselves from what can be a serious respiratory disease for our community.

At the time, the impact of multiple viruses – influenza, COVID-19 and RSV – was dominating news headlines in the Northern Hemisphere, trends which often indicate what we’ll experience locally. At the same time, a growing GP crisis was placing pressure on an already over-stretched GP system.

Our strategy sought to leverage the landscape and GP crisis, positioning pharmacy vaccination as a solution to the current healthcare problem, by supporting GP’s in freeing up waiting rooms for those in more need of acute or specialist GP care.

For added authority, we leveraged a trusted voice on the topic and partnered with Dr Nick Coatsworth, the nation’s most respected infectious disease expert, who – together with TerryWhite Chemmart’s Chief Pharmacist – called for a “collaborative approach to care”, with doctors and pharmacists working together to deliver key health services during winter.

To drive added news value, we coined the early onset of flu season as a ‘triple virus threat’ (combining COVID-19 and RSV). We launched with a live on-air vaccination administration with Dr Nick Coatsworth and Chief pharmacist Brenton Hart on the TODAY show (earned not paid), followed by TV and radio interviews, and quality online features that included human interest stories regarding personal flu experience.

Awards

• PRIA Golden Target Awards – Media Relations, Bronze
• Mumbrella CommsCon – Media Relations, Shortlist

Red Havas was engaged by Norco, Australia’s oldest and largest dairy co-operative, to help them navigate the aftermath of the unprecedented Lismore floods, which saw their ice cream facility wiped out and hundreds of jobs at risk. As one of the region’s biggest employers, government funding was crucial to helping safeguard the future of the facility and in turn, employment for their workers which was crucial for the town’s economic recovery.

However, four months on from the floods, while there was ample talk of government support, there was little action and a looming deadline for Norco to make major business decisions. At the time, Norco was receiving a lot of media attention, when all Lismore businesses needed support. While we needed to drive action, Norco’s iconic position in the community, necessitated a broader focus on the whole business community, both to align with the co-operative values of Norco, and to limit risk associated with a continued focus solely on the needs of Norco.

Supported by the local Mayor, we formed a coalition of major businesses calling on the governments for greater support for the entire region. We also used Norco’s deadline for major business decisions to set a timeframe on urgency of action.

We hosted a major press conference at an iconic Lismore location and implemented a strategic editorial plan which saw the story achieve widespread local, metro and national coverage – in addition to government funding which helped secure ongoing employment for Norco workers and in turn, support for the Northern Rivers region.

Industry Awards:

• PRIA Golden Target Awards – Public Affairs & Advocacy – GOLD
• PRIA Golden Target Awards – Crisis & Issues Management, GOLD
• PR Asia Awards – Media Relations, Silver
• PR Asia Awards – Public Affairs, Silver
• PR Asia Awards – Reputation & Issues Management, Bronze
• Mumbrella CommsCon – Media Relations, Highly Commended
• Mumbrella CommsCon – Best Campaign on a Small Budget, Shortlist

The National Breast Cancer Foundation (NBCF) relentlessly strives to reach Zero Deaths from breast cancer in Australia – hoping to achieve this by 2030.

With $184M invested in research since 1994, NBCF has helped raised Australia’s five-year survival rate from 76% to 91%, but the job isn’t yet finished. 3,000+ Australian women still lose their life to breast cancer each year – making up part of the nine percent who don’t survive beyond five years from diagnosis.

When COVID hit in early 2020, NBCF fundraising suffered. NBCF’s regular fundraising streams were impacted, and lock down laws meant major in-person fundraising events were cancelled and NBCF pivoted to virtual fundraising.

As a 100% community-funded organization, NBCF had to show Australians that breast cancer research and outcomes could not continue without their attention and continued giving even through this difficult period.

We invited all Australians to make an essential contribution to history in a dark time, by demonstrating why they should invest in our path to Zero by 2030. We asked – what if your favourite movies, athletes or jokes finished just before the last act, the trophy-winning shot or the punchline? You’d no doubt feel an immense sense of dissatisfaction and frustration, and you’d be right to! We wanted to capture this feeling and use it to our advantage, because nobody likes to see anything go unfinished, especially breast cancer.

To help Australians step up to the Zero goal by 2030 we devised a compelling platform – LET’S FINISH THIS – The Final 9 Percent.

To show Aussies how significant nine percent is when talking about stopping deaths from breast cancer, we lit up nine iconic Australian landmarks in NBCF’s iconic pink colour on 1st October, kicking off our media coverage.

NBCF even partnered with Click Frenzy to launch a Final Nine Percent sale, driving further coverage, conversations and donations.

From a Social perspective, NBCF’s nine-tile Instagram feature put the spotlight on nine people impacted by breast cancer, and why they are committed to reaching Zero Deaths from breast cancer by 2030, including women with breast cancer, researchers, fundraisers and staff.

MILKYBAR Whirl, a deliciously creamy MILKYBAR with a swirl​ of smooth milk chocolate, sought to broaden the brand’s appeal to an older audience with a​ young-at-heart spirit. Albeit, during a global pandemic.

During unpredictable times, our focus groups told us that they yearn for comfort, what is safe and happy, and most people’s happiness’ led them back to their childhood memories of their younger years.

MILKYBAR is fondly remembered from Aussie’s childhoods. And what did they remember the most? The MILKYBAR Kid. The child hero that wore a cowboy outfit, rode a horse, and shared the delicious chocolate bars with the triumphant cry of ‘The MILKYBAR’s are on me’. A character people pretended to be, dressed up as and dreamt of being.

MILKYBAR Whirl has a balance of white and milk chocolate (akin to being both young and grown up), so our strategy was to use it to help consumers find playfulness in their day-to-day adult life. By inspiring them to unleash their inner child and by bringing them a sense of light relief, MILKYBAR Whirl was offering grown-ups a license to feel like a kid again.

And what better way of making them feel like a kid again then by allowing them to live out a childhood dream. We resurrected the iconic MILKYBAR Kid. But made it Adult. A MILKYBAR Kid-ult.

Create a PR idea and activation to position Booking.com as the ultimate destination for global travellers looking for unique accommodation offerings. ​

In doing so, showcase the diversity of Booking.com’s accommodation offerings and unique stays, as well as educate and create a sense of urgency to motivate travellers to book in a timely manner.​

To create a timely moment for travellers to book unique accommodation on Booking.com, we created the world’s first avocado-shaped condo, the Avo-Condo, to celebrate National Avocado Day on July 31, 2019.​

Activated at Sydney’s Campbell Cove on Circular Quay, the Avo-Condo was complete with avocado-themed props and furnishings, all with a world-class view of the iconic Sydney Harbour Bridge and Opera House.​

The Avo-Condo was available to book for two nights – July 31 and August 1 – and two lucky consumer pairs were treated to a truly unique and quintessentially Australian overnight stay experience.​

Experiential

Raise awareness of the ‘beer for good’ collaboration and its reason for being, establishing Ben & Jerry’s and 4Pines as planet-loving brands on a mission of securing clean, affordable, community-owned energy across Australia.

• PR | Drive talkability about Ben & Jerry’s and 4Pines’ mission through consumer and lifestyle media
• Social Media | Drive awareness on social media through engaging and unique content
• Experiential | Connect media and influencers with the brands through product trial

We sought out to elevate consumer awareness of the Tassal brand and the health benefits of eating salmon proteins regularly, whilst motivating consumers to purchase Tassal salmon more frequently as part of their family meal solutions. Additionally, we had to leverage Tassal’s annual partnership with the Big Bash League’s Hobart Hurricanes cricket team.

We rebranded to ‘Tassal Super Salmon’, creating an active and informative dialogue with families through three tactical initiatives:

Tassal Super Salmon Ambassador 

We partnered with leading Aussie Nutritionist Susie Burrell to champion the ‘Super Salmon’ platform and reveal the official formula for creating the perfect healthy lifestyle with super salmon at the heart. Susie developed fun, factual tips and tricks, as well as recipes, to show consumers how salmon can form part of a balanced and healthy lifestyle.

Tassal Super Sundays

Along with the Hobart Hurricanes, we took Susie on tour and hosted fun and insightful events in Sydney, Melbourne and Adelaide for families, media and influencers. The events combined salmon education, cooking tips and demonstrations with the chance to apply ‘Super Salmon’ powers and get active playing gamed with some of Australia’s leading cricketing stars.

Tassal’s Superpower Meal Generator App

Taking this further, we created a one-stop shop where Aussie families can navigate through the meal planning minefield and be inspired by salmon recipes via a dedicated web, mobile-optimised application. Rather than searching by cuisine, we created a different type of platform which enables you to ‘search by superpower’. Kids can take advantage of the app with the aim to inspire them to get on board with healthy decision-making due to their desire to want superpowers.

Public Relations

Content Creation

Media Relations

Influencer Relations

Event Management

Digital