Coeliac Awareness Week, Public Awareness Campaign
Wright Communications was engaged in 2013, 2014 and 2015 to
manage the Coeliac New Zealand, Coeliac Awareness Week
The campaign objectives were to raise national awareness about
coeliac disease that would lead to increased testing and diagnosis
and increased recognition of coeliac disease among General
The media objectives were to gain widespread coverage in print,
broadcast and online media focusing on long-lead lifestyle media,
regional media and medical media.
The Wright solution
Wright Communications wrote an activity plan to engage key
stakeholders including medical professionals, the hospitality and
food industry and the media.
Wright Communications developed a key messages document, media
releases, case studies and media distribution lists. Wright
Communications worked with celebrities and the team organised
interviews on national television and radio which generated
discussion. There were significant regional news articles which
told the stories of coeliac sufferers and articles in medical
magazines. Cumulatively the campaigns gained more than $1.7million
in Public Relations coverage.
In addition Wright Communications provided strategic guidance on
marketing materials and the events calendar for the website. In
2015, the team delivered a Social Media Plan that included
recommended best practice for Facebook posts.
Following the campaign Wright Communications delivered a
Campaign Report with recommendations.
"Thanks to Leola Abraham, Account Director from Wright
Communications who pulled together an amazing campaign and secured
our most extensive nationwide media coverage ever." Carl Sunderland
General Manager, Coeliac New Zealand.
Thanks to Leola Abraham, Account Director from Wright Communications who pulled together an amazing campaign and secured our most extensive nationwide media coverage ever.
General Manager, Coeliac New Zealand