"Natasha played a vital role in helping shape the future direction for our company. She was strongly focused on achieving identified business goals. This in tandem with her capacity to generate original marketing strategies, has contributed greatly to the impressive momentum now characteristic of Property Planning Australia."
David Johnston
Co-Founder and Director, Property Planning Australia
The Bowel Cancer Foundation was formed in 2000 by a group of senior colorectal surgeons concerned about the number of Australians who were dying from bowel cancer. The aims of the foundation included raising awareness of and educating the community about bowel cancer. Several bowel cancer related organisations, including the Bowel Cancer Foundation, formed a coalition to actively promote bowel cancer awareness through a dedicated week in June every year.
Red Leopard was engaged by the Bowel Cancer Foundation to undertake a public relations campaign specifically to position Professor Graham Newstead from the Bowel Cancer Foundation as an authoritative voice on bowel cancer related issues and organise publicity initiatives for Bowel Cancer Awareness Week (BCAW).
Significant research was undertaken to find current medical statistics to underpin press releases, identify patients willing to discuss their bowel cancer journey and arrange two press conferences. One was held in Sydney at the Prince of Wales Hospital and the second in Brisbane at the Royal Brisbane and Women’s Hospital. Young people being affected by bowel cancer was the main theme adopted for BCAW, which proved to be a powerful news hook for the media.
Both the Bowel Cancer Foundation and Bowel Cancer Awareness Week received much attention, further drawing people’s focus to this insidious disease. The most significant media initiative achieved was an eight minute segment on Channel 2’s high profile 7.30 Report featuring Professor Graham Newstead and two case studies discussing personal accounts of bowel cancer. Kerry O’Brien’s comment at the end of the segment, ‘I hope that provokes more than a passing thought’, succinctly captured the impact of the report. Additional achievements included:
Two national news segments on ABC TV during BCAW.
A lengthy live interview on Channel 10 News in Brisbane.
National coverage on Channel 7.
Two five minute segments on Sky News with Professor Graham Newstead prior to BCAW.
Lengthy feature segments on the ABC’s Radio National AM and The World Today programs.
News reports on ABC national stations and several regional outlets in Sydney and Brisbane.
A full page article in the Australian Financial Review.
A full page article in the Courier Mail and half page in the Daily Telegraph.
Numerous suburban and interstate articles were secured primarily in Sydney and Brisbane.
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