Championing health – Community and stakeholder attitudes to the Australian health system
Ogilvy Illumination was engaged by our client, a national health peak body, to carry out a tracking research program to guide a national public affairs campaign to raise awareness of a particular public policy issue. The methodology included A comprehensive traditional media audit; An online conversation map over a 30-day period analysing where conversations are taking place (blogs, twitter, forums), who the key online influencers are, and ranking the influencers; Stakeholder mapping and analysis; A detailed policy desk review; A large quantitative community perception audit to identify attitudes, opinions, values and awareness of Australians at large; Stakeholder engagement involving a one-day workshop with private sector leaders, four ...
Growing the image of cereal
Our client, a peak body for major cereal growers in Australia, engaged Ogilvy Illumination to advise them on the development of a communications strategy to educate and inform Australian growers about drought, which had been devastating the industry for over a decade. To inform our client’s membership base about the drought in the Murray-Darling Basin, we carried out a two-phase research programme to determine growers’ interest areas and their media habits to inform the communications campaign, followed by a post-communications campaign evaluation phase. The first phase consisted of desktop research and media audit followed by a series of in-depth interviews and consultation ...
Identifying common ground – Stakeholder interviews to guide a public affairs campaign
Our client, a national peak body representing key natural resources industries, engaged Ogilvy Illumination to establish a core area of consensus across membership to guide an upcoming public affairs campaign. We conducted approximately 30 in-depth interviews across the organisation’s membership base as well as with some additional key stakeholders. The research provided critical insights, which were incorporated into a set of recommendations to ensure the media, marketing and communications strategy represented areas of broad agreement across our client’s members. The recommendations were employed in the organisation’s highly successful national public affairs campaign across multiple media, including national TV, print and radio.
Collaborating with communities – Developing a strategy and model for community engagement
Ogilvy Illumination was engaged by a recently established global low carbon technology industry peak body to assist in developing a community engagement enabling strategy and a community engagement model for their members. As the technology remains largely unknown to people around the world, projects have enjoyed very mixed receptions; anything from strong support to vehement opposition. For project implementers and other stakeholders to apply information gained from previous experience in attempting to deliver the projects around the world, the lessons learned about best practice community engagement needed to be made accessible, relevant and applicable. Ogilvy Illumination undertook a number of pieces of ...
A basic right of a precious resource? – Community attitudes to recycled water
Our client, a leading Australian environmental resources body, was looking to develop a national communications strategy around water production. The issue of water in Australia is highly contested, broadly misunderstood and difficult to navigate for those with a responsibility to manage it. Until the last ten years, essentially unrestricted access to water in the home was viewed as an Australian birthright for those living in the cities. Ogilvy Illumination developed and administered a large scale quantitative nationally representative survey of Australians. This included drafting research questions and message testing. We also conducted a qualitative research program around the country in metropolitan ...
Tapping the public mood – Attitudes to science
Ogilvy Illumination was engaged by Australia’s most influential scientific research organisation to understand and map the organisation’s brand and reputation in the community at large. Community attitudes were surveyed through a combination of qualitative and quantitative research methods. Focus groups were conducyed across Australia and structured along socio-economic, regional and attitudinal segmentation patterns. The qualitative segment was followed by a large scale nationally representative survey of Australians. The result – a report and accompanying presentation – set out the organisation’s perceived role, reputation and brand in the community. Ogilvy Illumination provided a detailed set of recommendations on how the organisation could revive ...
Case Studies
Championing health – Community and stakeholder attitudes to the Australian health system
Ogilvy Illumination was engaged by our client, a national health peak body, to carry out a tracking research program to guide a national public affairs campaign to raise awareness of a particular public policy issue. The methodology included A comprehensive traditional media audit; An online conversation map over a 30-day period analysing where conversations... [Read more]
Growing the image of cereal
Our client, a peak body for major cereal growers in Australia, engaged Ogilvy Illumination to advise them on the development of a communications strategy to educate and inform Australian growers about drought, which had been devastating the industry for over a decade. To inform our client’s membership base about the drought in the Murray-Darling Basin,... [Read more]
Identifying common ground – Stakeholder interviews to guide a public affairs campaign
Our client, a national peak body representing key natural resources industries, engaged Ogilvy Illumination to establish a core area of consensus across membership to guide an upcoming public affairs campaign. We conducted approximately 30 in-depth interviews across the organisation’s membership base as well as with some additional key stakeholders. The... [Read more]
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