Australian Sports Foundation: The impact of Covid-19 on elite and professional Australian athletes
OUR CHALLENGE
The Australian Sports Foundation launched a national campaign to help it determine the impact of Covid-19 on elite and professional Australian athletes competing at the national/international level.
The campaign was based on a mass survey of athletes and found Australian athletes are underfunded, have limited financial security, and rely on their families or outside employment to survive financially, and their financial circumstances and ability to perform have been worsened further due to Covid-19.
PPR&C was briefed by the Australian Sports Foundation to generate extensive media coverage around Australia to make it easy for athletes to respond to the survey and then to announce the findings.
OUR RESPONSE
PPR&C proposed a compelling Australia-wide campaign that used the impending Tokyo Olympics and Paralympics and the possibility of Brisbane hosting the 2032 Games to attract attention to the survey launch and then highlight the findings of the report.
Patrick Walker, CEO of the Australian Sports Foundation, was offered for interview as well as high profile ex-Olympians and a current Paralympian to talk about the issues facing athletes, the findings, and possible solutions.
OUR OUTCOMES
A number of key performance indicators were used to measure the success of the campaign. Mainstream media activity was monitored for the number and type of clips as well as advertising space rate ROI.
The campaign which commenced late April 2020 and concluded at the end of May 2020 reached an audience of over 2.63 million and had an advertising space rate of over $1.02 million AUD.
Coverage highlights included:
a news story in The Australian, The Age, Sydney Morning Herald & Canberra Times.
coverage on SBS TV (One and Two), ABC News 24 (Breakfast), and Sky News Afternoon Agenda.
interviews on ABC Radio (Melbourne, Brisbane, Perth, Canberra, and Tasmania), ABC Radio AM, 2CC, 2GB & ABC Wide Bay.
PPR&C often works with registered charities within the Australian Charities and Not-for-profits Commission.
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