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 site visits across our client’s membership base, and six state-specific forums; and
• Message testing through focus groups across a number of states among patients, relatives of patients and health professionals.

The research was used to develop the communications and messaging strategy of a successful large scale national communications campaign to shift community attitudes on health.