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RMIT
Media Strategies & MaterialOne Woman One Challenge 2017
Rebecca Phin - s3487832, Sian Morris - s3379944, Annalise Tomaselli - s3485933, Emma Dennis - s3541044, Sasha Aranyi – s3436572
10/13/2016
The aim of this strategy is to build engagement leading up to the One Woman One Challenge 10 week lifestyle makeover, and ensure sign ups. Within it you will find things already ready to use, but also suggestions for when you are ready to launch the challenge in a year.
CONTENTS
•Backgrounder....................................................3
•Media Releases and News Angles.............4
•Contacts for news............................................8
•Social Media Suggestions.............................9
•Bloggers and Instagrammers....................10
•Poster Distribution........................................15
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Backgrounder on Her Heart & One Woman One Challenge
Her Heart is an Australian not-for-profit organisation founded in 2015 by Linda Worrall-Carter, with the vision to fight heart disease in women around the world.
They hope to do this by being the go-to place for women to access research findings, clinical information, health and lifestyle advice, all focusing on heart disease, and the means to prevent it.
It aims to empower women through knowledge and motivating them to act by changing their lifestyles if at risk as well as spreading life saving awareness. They hope to reduce heart disease in Australia by 50% by 2025.
One Woman One Challenge is a specially crafted 10 week challenge, designed to appeal to everyday Australian women, no matter their situation. It focuses on preventative measures of Heart Disease, and has a fun theme each week to go along with that.
Participants receive all information once they have signed up, and examples as well as instructions on what to do each week.
The main aim of the challenge is to not only better the hearts of those involved, but also spread the word and help hearts all around the world.
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Media Releases & News Angles
In this section you will find a story and a media release, ready to go, but you will also find suggestions for both news angles and photo opportunities to both go with the suggested stories and be created.
One Woman One Challenge - A story for traditional outlets
We get so caught up taking care of what’s on the outside of our body’s we sometimes forget to take care of what’s inside.
Sure we feed our tummies when they grumble and brush our teeth before bed, but are we really often thinking about the organ that works harder than any other to keep us alive?
Heart diseases is one of Australia’s biggest health problems. Every hour, we lose a woman to a disease, which is so preventable, it’s tragic beyond compare.
Her Heart is a fairly new not-for-profit operating in Australia since 2015. Founded by Linda Worral-Carter, she aims to raise awareness not only nationally but internationally, in order to prevent, preventable deaths.
Linda has met many women affected by heart disease during her 15 years of research. Emma, one woman who shared her story with Linda, explained that in 2000 she had her appendix out, and afterwards whilst coming out of the anaesthetic had a traumatic scare. “I had a very tight chest, so much I had difficulty breathing, I had no idea what was going on” said Emma. Lucky for Emma, the chief heart surgeon of the hospital was walking past at the time and immediately took action.
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“After doing a battery of heart test’s including an angiogram, he told me I had Familial Hypercholesterolemia, also known as FH”.
FH is a condition where high cholesterol is passed down through families. Often people are completely unaware they carry this gene, and lack the knowledge that they should be taking even more care of their heart than the average person.
To help the condition, there's no doubt that cholesterol lowering medicines can be used, but people must also look at what they eat, and make sure they manage their stress and do enough exercise, preferably exercise that they enjoy.
Emma passes the message along “please don't wait to have a heart attack before getting your heart checked out and remember to find out if you have FH or not, then you can do your best to fight it.”
If you are worried about heart disease, go and see you GP for a check up, but also sign up to One Woman One Challenge - a 10 week lifestyle makeover ran by Her Heart.
The challenge is designed for women no matter what their current situation, it’s for real women, and it’s not only incredibly easy, but incredibly fun. Each week encapsulates preventative measures for heart disease, and helps women empower one another to spread awareness and take care of their insides - where it counts the most!
For more information, follow the prompts: *insert link to info and sign ups here*
Simple media release - One Woman One Challenge
Her heart logo Date: To whom it may concern,
Every hour, one woman in Australia is lost to heart disease. Fortunately, 80% of these deaths are preventable. Her Heart is a new not-for-profit which aims to raise awareness, and empower women to know the ways they can prevent these premature deaths. Her Heart is launching a 10 week lifestyle makeover, called One Woman One Challenge, which aims to help women change their lifestyles in order to increase their heart health, and spread the word.
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The challenge encapsulates the ways we can better our hearts, and is not only fun, but incredibly easy for the everyday woman living in Australia.
The challenge begins on the 2nd of October and interested participants can sign up here: *insert link*. Women participating in the challenge will be encouraged to engage with their social media followers and report their progress along the way. It has been designed to not only benefit participants but also encourage other women watching, to take care of their hearts, the hardest working organ in their body.
For further information or questions please contact Linda, founder of Her Heart, at: [email protected]
Ends
News Angles, Photo Opportunities and Ideas
- Arranging 12 women to stand around the flower clock, by St Kilda Rd, and have professionally photographed. You could accompany this with a profile on each woman, and why they are participating in the challenge. The clock is a metaphor for the one woman one hour concept, and you could show the percentage of how many women out of a dozen could prevent heart disease - 80%. The story to accompany this, whilst keeping a light and bubbly tone to suit the challenge, could also be quite striking and strong to an audience. You could even have Linda as one of the women in the picture. We suggest all women wearing active wear and looking super happy!
- Because we want the challenge to seem fun and appealing to audiences, we need to ensure we keep that image when pitching to the media. It would be great to get even a small section into a magazine like Cosmopolitan. The magazine often features little sections from experts on health and wellbeing. You could propose a section from Linda, offering advice on taking care of your heart, at the end mentioning the challenge, and encouraging sign ups with a link of how to do so. A great photo opportunity for this would be Linda in her professional wear, photoshopped next to herself wearing active wear- a great example of a woman who can do it all!
- Story idea which could be pitched to multiple outlets “Finally a realistic challenge” focusing on how the challenge is accommodating for women of all sorts. Busy, fit, single, married, it doesn’t matter who you are, it’s easy and the benefits are worth it! This wouldn’t need to be long, and would be appealing to multiple women's media outlets, both magazines and newspapers. A photo
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idea for this could be real women in active wear, perhaps eating too, similar to Dove's real beauty campaign. We suggest sending something like this to all of the news contacts.
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Contacts for News
Cosmopolitan Contact: [email protected] Whom to address email to: Executive Lifestyle Editor - Helin Jung
Herald Sun Call editors in charge of health subjects Evonne Madden: (03) 9292 1379 Brigid O’Connell: (03) 9292 1488 Grant McArthur: (03) 9292 1149 Also email: [email protected] with story idea, backgrounder and image.
Stellar Herald Sun’s new weekly magazine Contact Editor in Chief Sarrah Le Marquand [email protected] address to her through usual email.
The Stonnington Leader We have chosen this local newspaper as given the location, you will have more influencers in this area. Contact: http://www.newscorpaustralia.com/contact-us
2dayFM It would be great to get on the Rove and Sam show, Sam Frost being last year's bachelorette has a massive female following and is known for having a big heart. Contact: http://www.2dayfm.com.au/contact/
The Thinker girls - KIIS 101.1 Contact: (03) 9420 1011 or [email protected]
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Social Media Suggestions
Although we have supplied a large amount of social media tiles and captions to accompany them for throughout the challenge in another section of this showcase, we just wanted to give you a few more suggestions in order to ensure maximum media utilisation and therefore sign ups to the challenge.
1. Begin using the #onewomanonechallenge hashtag in advance so it begins to get circulated. 2. Post the social media tiles in advance. 3. Start following the bloggers and instagrammers later mentioned in this document and engage with
them, either through likes and/or comments. 4. Post 1 to 2 pictures a day, with the trending hashtags you have been using to ensure engagement.
If you could also post at peak times this would be great for exposure. Use following infographic to determine best times for each platform: http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic#sm.00015bh6dtyhpew9qbj22z7ftode9
5. When reposting images from others - ensure you tag them, engaging with everyone or anyone can prove to be effective.
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Bloggers & Instagrammers
In terms of influence, bloggers and instagrammers have almost more than actors and actresses in today's modern world. In order to get maximum sign ups to the challenge, we suggest inviting all mentioned below, to either post a social media tile on their instagram (one of the ones we have created) advertising the challenge, or even participating in the challenge themselves. We suggest not limiting yourself to this list however, if you know of anymore feel free to send ahead. There is a sample email to accompany the contacts after the list also.
Wellness and fitness bloggers:
Victoria Norton @trainingforchocolate - Health, wellness and fitness (instagram has 14.1k followers) - contact: [email protected]
Steph Claire Smith @stephclairesmith - Co founder of ‘Keep it cleaner’ (instagram has 1m followers) Model / Fitness guru / Health blogger / Ambassador - contact: [email protected]
Laura Henshaw @laura.henshaw - ‘Keep it cleaner’ Blog (instagram has 94k followers) - Model / Law Student - contact: [email protected]
Base body babes @basebodybabes - Personal Trainers / Australian sisters / Health and fitness bloggers - (instagram has 629k followers) - contact: follow link - http://www.basebodybabes.com/contact/
Tully Lou @tullylou - Designer and Director of active wear ‘Tully Lou’ (instagram has 53.3k followers) Yoga teacher / Fitness guru - contact: [email protected]
El Drew @fit_with_el - Fitness and health (instagram has 130k followers) personal trainer - contact: [email protected]
Stephie Prem @stephieprem - Founder and MD of Premium Performance (a fitness studio in South Yarra) Ex Olympian Snowboarder (instagram has 10.7k followers) - contact: [email protected]
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Sarah Todd @sarahtodd - Author of “The Healthy Model Cookbook” (instagram has 47k followers) - Presenter / Model / Chef / Restauranteur - contact: [email protected]
Girls Gone Strong @thegirlsgonestrong - womens fitness blog and training programs - contact via webpage: https://www.girlsgonestrong.com/blog/
Prevention RD - online blog by Nicole Morrissey about health and wellness - contact via webpage: http://preventionrd.com/contact/
Dorothy Beal @mileposts - creator of #Irunthisbody - marathon runner and fitness blogger (36.8k followers on instagram) - contact via webpage: http://www.mile-posts.com/meet-mile-posts/contact-press-mile-posts-blog
Lauren Fleshman @fleshmanflyer & Ask Lauren Fleshman - fitness blogger (53.2k followers on instagram) - contact: [email protected]
Dani Stevens @danistevens365 - Fitness food motivator and blogger (112k followers on Instagram) - contact: http://danistevens.com/work-with-me/
Lee Sutherland @fitnessinthecity_ - Personal trainer, health coach and herbal med - Blogger and freelance writer - (15.1k followers on Instagram) - contact: [email protected]
Mummy bloggers:
Rachel @insta.beauty.mummy - beauty and health instagrammer (6935 followers) very into doing charitable things - contact: [email protected]
Emily @melbournefashionmum - fashion and mummy blogger - (3091 instagram followers) contact: [email protected]
Olivia White @houseofwhite - motherhood and lifestyle blogger - (43.9k followers on instagram) - contact: [email protected]
Erin Ritosa @threebeesblog - Mummy, fashion and beauty blogger (4070 instagram followers) - open to PR requests - contact: [email protected]
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Adrienne @stylish_bump - Mummy blogger (94.8k instagram followers) pregnancy, bump style and baby decor - contact: [email protected]
Sophia Cachia @theyoungmummy - Mummy blogger (141k instagram followers) An honest blogger about all things motherhood - contact: [email protected]
Food and health bloggers:
Instagram names and contact details - @breakfastinmelbourne - [email protected] @melbournebreakfastdiary - [email protected] @eatmelbs - [email protected] @melbournegirl - [email protected] @melbfoodbaby - [email protected] @melbournecleaneats - [email protected] @eat.more - [email protected] @georgeats - [email protected] @cookrepublic - (can email via website, cookrepublic.com) @_squeakyclean - [email protected] @coconutandbliss - [email protected] @pheebsfoods - [email protected] @healthsynergy - [email protected] @eatwithandy - [email protected] @theactivenutritionist - [email protected] @miranda_virgona - (no email provided) @the_fitness_dietician - [email protected] @nourishtheday - [email protected] @feedingmindbodysoul - [email protected] @_thebalancedkitchen - [email protected] @thebarefoothousewife - [email protected] @jshealth - olivia@jessicasepel @wholesomecook - [email protected] These blogs are all active on Instagram, though many also utilise websites and blogs as their main platform of communication. They are all Australian and ran by women. Many of the blogs post and
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review food from restaurants and cafes across Melbourne. Therefore they engage with a multitude of people as their following consists of Melbournians who enjoy eating out. The rest of the blogs are run by individuals who post their own recipes and photos of food they’ve made themselves, as well as food they’ve eaten out, but these blogs are more personal than the review ones. All of these blogs have garnered a significant following and reach a very wide demographic of people, however clean-eating Australians are seemingly their predominant demographics, and therefore potential participants. Email for bloggers:
Dear *insert name here*,
My name is Linda Worrall-Carter, and I am the founder of Her Heart, which is a not-for-profit I started in 2015. It has become my personal mission to change the lack of awareness around Heart Disease. Not many people know that we are losing one woman every hour, and that it is actually extremely preventable.
In order to not only spread awareness, but also help people change their lives in order to prevent this disease, we have developed a 10 week lifestyle makeover, called One Woman One Challenge.
Now we need you to also help us spread the word! Every week encapsulates a preventative measure, and is easy, fun and everything the participant needs is provided, so they don’t need to outsource.
We invite you to either post about this on your networks, with one of our social media tiles provided, or even engage and participate in the challenge yourself!
We hope you consider this and look forward to hearing from you, please get on board with Her Heart’s mission and help us prevent premature deaths.
No more losing women every hour, let's get signed up to One Woman One Challenge!
Warmest regards, Linda
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Distributing posters in local traders & Australian businesses
We suggest approaching businesses and local traders, with posters showing the One Woman One Challenge, in order to spread the word and encourage sign ups. We sourced places based on relativity and have provided lists below:
Cafes
Serotonin Eatery - ‘World’s First Happiness Cafe’, all about promoting health and wellbeing,
Burnley, Melbourne, aims to boost mood
Patch - Paleo cafe, caters to people with intolerances and those who are simply health-
conscious, Richmond, Melbourne, run by personal trainer
Nourished:385 - 100% Clean-eating & gluten-free menu, run by man who’s wife has chronic
fatigue (researched a lot about how clean-eating can majorly benefit those suffering), Prahran,
Melbourne.
Shokuiuku - means ‘food education’ in Japanese, raw food, menu is made from Eastern
knowledge of nutrition as well as contemporary and traditional ideas of macrobiotic philosophy,
Northcote, Melbourne.
Walk Don’t Run - all around healthy menu, all about sitting down, relaxing and taking a breather
whilst enjoying good healthy food, promotes getting back to basics, Armadale, Melbourne.
The Nutrition Bar - Richmond, Melbourne, all about health and wellbeing, clean-eating menu
with healthy treats too.
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Gyms
Goodlife Health Club - 40 locations Australia wide
Curves - Women’s only gym, focuses on empowering women and embracing different bodies
Fernwood Fitness - Women’s only, purpose is to empower women to shine
Fitness First - Largest privately owned health club group in the world, 19 in Victoria
EnVie Fitness - Women’s only, focuses on nutrition and exercise, all about making the individual
better and focusing on ones self improvement
Other businesses
Boost - healthy lifestyle, nutrition and exercise
Top Juice - Australia based, focused on top quality and top freshness Priceline (or other
pharmacies) - HQ in Victoria, since 1982
Running Bare - Australian fitness wear brand
Lorna Jane - Australian women’s active wear brand
Women’s Health Clinics - there are many women’s health clinics all over Australia, such as The
Women’s Clinic in Dandenong to much larger corporations are The Royal Women’s hospital but
each focus on the health and wellbeing of women.
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Evaluation Tactics The following evaluation tactics will be used to measure the success of the tactics against the objectives set at the creation of the campaign. Throughout the campaign key performance indicators (KPIs) will be used to ensure the campaign is running efficiently and effectively. Below is a table outlining each objective in detail, the tactics that were created to achieve them, the desired outcome of the objectives and what evaluation tactics will be employed to ensure maximum success. While each evaluation tactic will employed throughout the campaign to track its progress, a final report should be carried out to clearly outline the success of the campaign and how such tactics could be beneficial in the future to Her Heart. The main objective of a reduction in heart related deaths would be the overall indicator of the campaign and Her Hearts success as an organisation and will remain the main goal of the campaign.
Objective Tactics Desired outcome Evaluation Tactics
Increase awareness amongst Australian woman of Her Heart and the preventative measures for Heart Disease
All tactics Increase of 20% by December 2018
• 10 week challenge feedback survey
• A reduction in heart disease deaths through the Beauro of Statistics
• Media monitoring of featured articles
• Amount of sign ups to the challenge.
To gain more sign-ups to the Her Heart e-newsletter
Social media competitions
Increase of 20% by December 2018
Through social media and sign-ups to the 10-week campaign along with an increase in e-newsletter sign ups
Increase donations and funding
Media strategies material
Increase of 20% by December 2018
Through an increase in revenue and donations received within the campaigns lifespan
To develop a larger following through engagement on social media accounts
Social media campaign Social media competitions
Increase of 50% by December 2018
Website analytics of social media traffic and Facebook ‘likes’ and Instagram followers from the beginning to end of the campaign
To generate more traffic to the Her Heart website
All tactics Increase of 30% by December 2018
Website analytics of traffic from the campaigns beginning to end and the e-newsletter sign ups increase
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