Wright Communications was engaged in 2013, 2014 and 2015 to manage the Coeliac New Zealand, Coeliac Awareness Week campaigns.
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 Practitioners.
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 approach
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.