23 Nov 2020 Canberra Times | Serina Bird holds a photo picturing herself and Irene Barron, her grandmother. | Picture: Dion Georgeopolous

ABOUT

Since 1987, GriefLine has offered Australians free specialised counselling for those experiencing grief, loss and trauma. As a medium to early intervention service, GriefLine bridges the gap between crisis support and longer-term psychological treatment with its focused and timely assistance.

THE BRIEF

PPR&C was briefed to deliver a national PR campaign highlighting the 1100% increase in calls to GriefLine as volunteer counsellors continue to support Australians who are mourning losses of all kinds and experiencing an immeasurable amount of grief throughout the COVID-19 pandemic across 2020.

GriefLine was calling for funding support to help their volunteers meet the extraordinary demand for their services and to implement new ways to help Australians living with grief and loss. In addition, PPR&C was tasked to raise awareness of GriefLine’s services for people living with grief and loss.

OUR RESPONSE

Taking into consideration the vast content being shared relating to the economic and mental ripple effects of COVID-19, PPR&C was mindful to ensure that story angles were presented to journalists and media, who were writing about covid and associated issues, was impactful and humanistic.

OUR OUTCOMES

Media coverage commenced with an interview on ABC News 24 TV which officially launch the campaign. Radio interviews followed on high rating stations, ABC Radio National Breakfast, ABC Radio AM, ABC Radio Melbourne, ABC Radio Sydney, ABC Radio Adelaide, ABC Radio Hobart, and multiple other regional radio stations, targeting our regional audiences. Traditional and digital coverage was also secured on multiple titles including The Adelaide Advertiser, The Canberra Times and The Ballarat Courier.

PPR&C often works with registered charities within the Australian Charities and Not-for-profits Commission.

To learn more about how our public relations services at Progressive PR & Communications can help raise your Charity &/ Not-for-profit brand, please get in touch.

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