Public bathrooms are something most of us use without giving them a second thought, but for many Aussies with hidden health needs, like anxiety, OCD or skin sensitivities, they can be stressful, uncomfortable and sometimes overwhelming.
That insight became the foundation of our recent PR campaign for Tork, designed to raise awareness of inclusive hygiene and highlight the everyday challenges some people face when accessing public bathroom facilities.
Their research found nearly one in three Australians are very concerned about the cleanliness of public amenities, with concern significantly higher among people living with additional health or accessibility challenges.
With a targeted budget and a clear objective, we focused on securing meaningful media coverage that would connect emotionally with audiences while positioning Tork as a credible voice on the issue.
Rather than taking a broad media approach, we focused on high-impact storytelling. We secured an exclusive with NewsCorp supported by a lived experience case study, that helped bring the issue to life in a relatable and accessible way for readers.
The exclusive syndicated across 12 News Corp online mastheads, including the Herald Sun, Daily Telegraph and Courier Mail, significantly extending campaign reach nationally.
To further maximise awareness, we distributed a targeted radio release featuring Tork research findings and spokesperson commentary, resulting in additional news grab pickups in regional locations.
Overall, the targeted campaign delivered 16 media hits and more than 700,000 potential media reach.
Most importantly, the campaign helped elevate a broader conversation around accessibility, dignity and inclusion, demonstrating the value of combining strong research, lived experience storytelling and strategic media engagement to drive awareness around important social issues.
Alex Williams