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Media Relations

Challenge

NEC Australia was contracted by the Australian Government, from 2008 to 2011, to roll out the Broadband for Seniors (BFS) campaign, which aimed to raise the level of IT literacy amongst people over 55 years of age.

The campaign aimed to encourage suitable organisations to apply to host an internet kiosk in their venue, and had a very clear goal – to encourage enough suitable organisations to apply so that 2,000 kiosks could be rolled out within the three-year time frame.

Solution

To ensure the program goal of rolling out 2,000 kiosks was met, n2n communications and NEC worked together to:

  • Develop a national and regional and specialist media campaign highlighting the rationale behind the scheme, the objectives and explaining how the community could get involved.
  • Identify key local media and highlight the benefits of the scheme to the region.
  • Utilise local government influencers to proactively support and promote broadband for seniors. Local Mayors and community development executives promoted the program using a tailored media pack.

 

Results

  • The campaign was highly successful and received widespread media coverage in key target areas – over 600 clips were published from January 2009 to April 2011.
  • More than 3,500 applications for a kiosk were received and 2,000 kiosks were active six months ahead of schedule.
  • The initiative was so successful that in May 2011, the Government announced an extension to the program.

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