about the project

Period: March 2018

Client: Work180

Subject: Super Daughter Day 2018

Work180 is a jobs board with a difference. Every company that lists on the site is pre-screened against a set of 20 criteria, including pay equity, flexible working, women in leadership and paid parental leave.

Work180 is the only site to make this information publicly available. They cater to a wide variety of occupations and include a strong presence in traditionally male-dominated industries, championing and effecting change in the workplace: work180.com.au

With a passion for changing the workplace for women for the better, the team at Work180 were running a series of events for girls, aged 5-12, in celebration of International Women’s Day in March. The event, in its third year – second year as a national activity, aimed to introduce primary school girls, and their parents, to the world of STEM.

our brief

Statistics show that, although girls generally outperform boys in STEM subjects in primary school, by the time they reach high school most girls have opted out of these subjects in preparation for a more traditional female-based career.

In its second year as a national event, Work180 wanted to generate more awareness of how engaging STEM subjects can be for girls in a bid to encourage more to continue on with these subjects.

The registration numbers at the events booked out very quickly so our aim with this campaign was to generate a discussion that the client could take part in to show their expertise and backing of this important area for the future jobs market.

the process

Following a detailed briefing about all the events across the country, including Sydney, Melbourne, Brisbane, Adelaide, Perth, Hobart and Auckland, we created a campaign strategy to rollout the information to media in each of the relevant states to coincide with when the event was taking place in March.

Each state was treated as an individual campaign to provide a highly targeted approach to getting media results.

Keeping information tight and only about the local event allowed us to bring in girls who were attending the event in each state to be part of media interviews and photo stories.

our approach

  • created individual targeted campaigns for each state for maximum results
  • took a narrow and targeted approach with media in each state to interact with specific journalists who have an interest in the topic
  • ensured that there were relevant people to interview and be available for photo opportunities, including girls participating in the events
  • looked for opportunities for the client to share their expertise in this area from a professional point of view
  • provided a story that was universal enough for syndication to leverage the targeted results

results

The campaign resulted in extensive media coverage in each State in print, online and radio, providing valuable discussion and awareness for SuperDaughter Day.

The client was quoted in press stories as well as having the opportunity to share their thoughts in several radio interviews.

  • 7 interviews were conducted by the clients, resulting in syndicated pieces
  • The combined outreach of the coverage was in excess of 1.7 million Australians, not including the radio audiences
  • 25 pieces of coverage were generated during the campaign

feedback

“Encouraging young girls to pursue a career in tech is something that we are passionate about at Work180. Having taken SuperDaughter Day national for the second year running we wanted to amplify the awareness of what the events provide to our future tech leaders.

The team at Underground Communications understood the brief and generated not just coverage but an important discussion both through the press and radio interviews. Their targeted approach left nothing to chance and included the important aspect of ensuring the girls were available to feature, increasing media interest in the story.”

Valeria Ignatieva, Co-founder and CEO, Work180