Insight Communications

Objectives

Workspace Week is the vehicle: to promote ACA, its members and the key messages.

Position ACA Members as the ‘go-to-experts’ in postural advice

Increase national awareness of:

• Working from home risks/hazards
• ACA Members
• Chiropractic benefits

Undertake national media/community engagement to disseminate messages

• The takeaway message is: Work Well From Anywhere – promoting awareness of working safely.
• The primary call to action is how people achieve this – Get moving and ‘Download the Straighten Up App’ and ‘Workspace Week Checklist’ today to ‘Work Well From Anywhere’.
• The secondary call to action: Consider a Chiro for professional advice.

Key Measurables:

• Find-A-Chiro: 15% increase in website users;
• 10,000,000 media ‘opportunities-to-see’
• 40 community registrations
• 100% increase in Straighten-Up App users

Challenges

• Short lead time – 4 weeks
• Limited budget and resources
• Limited case studies

Communications Strategy

With a limited timeframe to develop an inaugural campaign for a new client, Insight utilised proven strategic tools and tactics to achieve campaign goals within budget.

Research underpinned the strategy identifying opportunities to:                      

• Alert the community to WFH spinal health risks/hazards
• Increase public recognition of chiropractic expertise
• Link spinal health to wellness
• Develop stakeholder and community engagement initiative
• Deliver newsworthiness
• Promote ACA Members as ‘postural and ergonomic experts’

Strategic messaging included:

Call-To-Action: ACA’s initial call-to-action was ‘Work From Anywhere’; Insight recommended inserting “Well” to highlight the health implications of WFH so Australians could ‘Work Well From Anywhere’

Visual Communication: Enhance assets to resemble WFH settings

Key Messages:

• SHW aims to foster positive spinal health habits so everyone can ‘Work Well from Anywhere’ to feel great, and improve productivity and overall wellbeing.
• Get moving Australia and download the free ‘Straighten Up App’ and ‘Workspace Week Checklist’ from workspaceweek.org.au so you can ‘Work Well From Anywhere

Successful Outcomes

MEDIA:

570% increase in media coverage compared to Spinal Health Week 2022 (total including social) and 202.9% increase on just traditional and online (excludes Social)

1568 Media Pieces across traditional, digital and social media reached 14 million with a potential reach of 135 million.

• TV: 281
• Radio: 99
• Online News: 291
• Websites Other: 20
• Social: 859

APP:

• 609% increase in Straighten Up App users
• 2017% increase in first time app downloads in August.

COMMUNITY ENGAGEMENT:

• 107 community registrations were received (97 unique) including 41 Councils and 7 MPs and 12 Associations including the Australian Chamber of Commerce and Industry, and the Australian HR Institute.

WEBSITE:

During the WSW campaign, chiro.org.au saw significant website engagement increases when compared to Spinal Health Week 2022.

• 25% increase in pageviews
• 21% increase in users
• 33% increase in direct URL access and 
• 34% increase in referral traffic with the Find A Chiro page seeing a 13.5% increase in traffic 

Impact

Insight’s inaugural WSW was a “Cracker Campaign”, surpassing all previous SHW successes, while educating Australians about ergonomically safe work practices, and fostering positive WFH spinal health habits.

Through widespread engagement and education about safer work practices and chiropractic care; WSW positioned ACA as leaders in promoting musculoskeletal health and ACA Members as the go-to experts for postural advice and spinal health treatments; empowering Australians to ‘Work well from anywhere’.

Media

Campaign Success Video

Testimonial

The Australian Chiropractors Association engaged Insight Communications to run our inaugural Workspace Week campaign in 2022.

Insight’s campaign was a great success, substantially exceeding our objectives. Insight did a tremendous job within a very short lead-time. Their outstanding drive and know-how were well matched by their collaborative ethos, resulting in a very high level of media exposure, reinforcing chiropractors as the trusted experts.

The number of people who were encouraged to think more about their workspace, change their behaviour or open up a dialogue with their employer is incalculable.

Dr David Cahill, President Australian Chiropractors Association

Awards

2023 National Golden Target Awards

• Bronze: Health Campaign
• Finalist: Small Budget Campaign 

Insight’s Workspace Week campaign was honoured with a Bronze Golden Target Award for Communication Excellence by the Public Relations Institute of Australia in the category of Health alongside Insight’s 2023 Spinal Health Week Campaign which was awarded Silver.

Insight was the only agency to receive two Golden Target Awards in the same category and was one of two agencies to have two campaigns competing against each other in a single category.

The Health Campaign competition included:

• Get2It – National Bowel Cancer Screening Program Campaign – Herd MSL, Cancer Council and Australian Government Department of Health and Aged Care
• Lung Foundation Australia: Making lung cancer screening a reality – Ogilvy Public Relations (Gold winner)
• PBS listing of treatment for most severe form of dry eye: Enhancing Aussie access and choice – Healthcare PR Australia
• Take it from me: COVID-19 booster campaign – Havas Red and Immunisation Coalition. Workspace Week was also a finalist in the Small Budget category.