Fifty Acres has successfully delivered and implemented an effective communication strategy for Birdlife Australia’s annual Aussie Bird Count since 2019, covering objectives, key messages, and a media approach, with angles to pitch in the lead up to, during and following the week-long event.
WHAT WE DID
- Communications strategy
- Media relations
Throughout a media-led campaign for Birdlife Australia’s Aussie Bird Count, Fifty Acres managed all spokespeople, including internal staff, and talent who helped promote the event.
The campaign reached 89 million people through national, regional and local broadcast, print and social media. We leveraged our strong network of contacts at Australian Associated Press to land a story that, through syndication, contributed to 635 online mentions. In addition, we received coverage across ABC Radio National, Weekend Sunrise and Ten Network.
Two national television interviews on Weekend Sunrise syndicated over Channel 7 nationally, and ABC 24. There were two state-wide TV features syndicated over Ten Queensland and Nine Queensland.
636 online mentions were secured, including in ABC Online, PerthNow, YahooNews and Crikey, with 965 social mentions including high profile mentions such as Crikey, CSIRO, Christine Milne, Sam Cotton, Cosmos Magazine, State Library of NSW and Dr Monique Ryan.