Upstride supported Respect Victoria’s public relations and media activity across a range of high-profile campaigns over a three-month period.
Working as an extension of the Respect Victoria communications team, we delivered strategic media support to amplify key messages and increase public awareness on issues relating to family violence.
Our work included media release distribution, proactive media pitching and media event liaison, helping Respect Victoria maintain a strong and consistent media presence during a critical campaign period.
WHAT WE DID
We delivered a coordinated PR and media strategy designed to support multiple overlapping campaigns while maintaining message clarity. Our approach focused on timely media engagement, strong storytelling and securing meaningful coverage across television, print and online outlets.
Upstride successfully distributed 12 media releases and media statements over the three-month period, keeping media informed of campaign launches, upcoming events and key report findings. This ensured Respect Victoria’s work remained visible and relevant in the news cycle.
What Kind of Man Do You Want to Be? campaign
We supported media pitching and liaison for the What Kind of Man Do You Want to Be? campaign, which promotes positive masculinity and challenges harmful gender norms. This included working closely with case studies and contributors to sensitively pitch personal stories to media. As a result, we secured interviews with outlets including SBS World News, alongside additional local media coverage.
16 Days of Activism Against Gender-Based Violence
For the international 16 Days of Activism Against Gender-Based Violence campaign, we delivered targeted media releases and event alerts to highlight key moments and initiatives throughout the campaign period, reinforcing Respect Victoria’s leadership in the prevention of gender-based violence. We sent a media release for the Walk Against Family Violence in Melbourne, and attended the event on the day to manage media.
Schoolies and Muck Up Day
We provided PR support around Schoolies and Muck Up Day messaging, helping promote respectful behaviour and consent-focused communications at key times of the year when young people are highly visible in the media. Through our media releases we gained coverage for our client in the Herald Sun.
‘Your Image Belongs to You’ report
Upstride supported the release of the ‘Your Image Belongs to You' report with a media release, assisting with media messaging to raise awareness about image-based abuse and the importance of consent in digital spaces.
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