In 2019-2020, Upstride Agency partnered with Children and Young People with Disability Australia (CYDA) to develop and execute a series of media launches aimed at amplifying public awareness and support for children and young people with disabilities.
This initiative was particularly focused on the lead-up to the Disability Royal Commission and addressing the impact of COVID-19 on this vulnerable community.
Upstride’s strategy involved a multi-phase approach to maximise media coverage and engagement. This included strategic media pitching, leveraging case studies, and utilising high-profile endorsements.
Royal Commission Media Strategy
Case Studies Collection: Sourced impactful case studies from across Australia to highlight real-life experiences of children and young people with disabilities.
Ambassador Engagement: Engaged Melanie Tran as an ambassador to enhance credibility and media appeal.
Cascading Media Strategy: Implemented a targeted national media pitching strategy to ensure broad coverage.
Media Launch: Initiated the campaign with an exclusive feature in the Sydney Morning Herald/The Age. Followed with a high-profile appearance on ABC TV News Breakfast, and extensive coverage across radio (2UE, Triple M), TV (ABC 7pm News, SBS World News), and print/online outlets.
CYDA's media activities achieved a reach of over 2 million Australians just days before the Royal Commission, successfully building momentum and public support.
COVID-19 Media Campaign
Survey Promotion: Promoted CYDA’s survey on the impact of COVID-19 on families with children and young people with disabilities.
Media Engagement: Secured broad media coverage, including a feature segment on Channel 10's The Project, to highlight the specific challenges faced during the pandemic.
