25 Nov N2N Communications and Primary Health Care win PRIA National Campaign of The Year
N2N Communications, part of The Herd Agency, won PRIA’s National Campaign of the Year and best Digital Social Campaign at this year’s Golden Target Awards. The wins top off an outstanding year for one of Australia’s largest independent agency groups.
The winning campaign, led by Samara Kitchener and Lewis Shields, was part of the launch of ASX-listed Primary Health Care’s bulk-billed IVF service, Primary IVF.
The integrated social media-led communication campaign was designed to drive awareness about affordable IVF services and achieve appointments. It combined deep insights, earned media, content marketing and a social campaign that generated hundreds of appointments within six months and significant return on investment.
According to Vanessa Liell, CEO, The Herd Agency, “We were delighted and honoured to work in partnership with Primary IVF on this innovative campaign. They are extremely passionate about their role in supporting patients and the high quality, affordable service they provide.
“Our group brand Herd Agency (N2N Communications, Fuel Communications and Touch Creative) was launched in response to market demand for agencies with size, scale and diverse skills. Our mission is to solve complex business challenges with outstanding creative ideas, technically excellent execution and content led, multi-channel campaigns.
“The National Campaign of the Year win for Primary IVF was an insight led, integrated campaign with impactful business outcomes. The win is testament to the passion and commitment of the Primary IVF client team, an outstanding partnership and the talent and capability of the public relations industry to lead outstanding creative, integrated and multi-channel campaigns.”
“We’re incredibly proud of the Primary IVF team. By making IVF services more affordable we’re helping hundreds of Australian couples who otherwise thought having their own family was out of reach. N2N’s support and expertise has helped make this campaign a success, and it is pleasing to see how positively it has been received,” said Dr John Houston, Chief Executive for Primary Health Care – Medical Centres.
According to Lewis Shields, lead of Touch Creative, “IVF is an incredibly personal journey, which requires a great deal of sensitivity. Working directly with the staff at Primary IVF we were able to foster a community that shared insightful, useful and impassioned stories that ultimately resulted in more people feeling secure to start their IVF journey and share their progress along the way. Primary IVF has recently delivered its 500th baby, and we are grateful to have the opportunity to share in the joy of our many active community members.”
In addition, N2N Communications was highly commended at the Golden Targets for National Large Agency of the Year and best Health Campaign.