Toy Libraries Australia is the peak body supporting and promoting the benefits of over 290 toy libraries across the country. Demand for the service has skyrocketed as cost-of-living pressures grow – with memberships in many communities doubling in under 12 months as families look for cost relief. ​

TLA wanted to raise community awareness of toy libraries through a media campaign, which would enable their volunteer-run member libraries to grow with rising demand and support their efforts to attract long-term funding. 

We worked with TLA to develop a campaign that elevated toy libraries’ cost relief benefits for families. We then broke the campaign into a state-by-state media push, utilizing local case studies and developing state-based assets to maximise coverage among target communities. These case studies illustrated real local families saving over $10,000 per year and accessing sensory toys vital for their child’s development that they could otherwise not afford. This created a compelling narrative for media engagement. ​

In Queensland, we launched the #BringBackPlay campaign and accompanying petition. To achieve broad coverage in a diverse state and competitive media environment, we divided the campaign into a regional and metro push and leveraged statistics and data alongside further compelling local case studies to coordinate a strong community call to action.​

Toy Libraries Australia has continued to rapidly grow in memberships and volunteer base across the country. The cost-of-living campaign achieved substantial media coverage in each state, including exclusive print runs in metro newspapers such as The Herald Sun, The Courier-Mail and The West Australian, strong national radio and TV coverage across ABC and Sunrise and further TV packages across nightly news bulletins. ​

The #BringBackPlay campaign launched with an exclusive package on 9 News Brisbane, followed by metro coverage across The Courier-Mail and ABC and regional coverage on ABC FNQ and 7 News. The TV package secured a statement from the Queensland Government in response to the campaign, opening the door for further engagement and follow-up media. ​

Shape continues to support TLA to identify compelling messages and raise community and government awareness at what is a critical time of need for Australian families.​

Toy Libraries Australia is the peak body supporting and promoting the benefits of over 290 toy libraries across the country. Demand for the service has skyrocketed as cost-of-living pressures grow – with memberships in many communities doubling in under 12 months as families look for cost relief. ​

TLA wanted to raise community awareness of toy libraries through a media campaign, which would enable their volunteer-run member libraries to grow with rising demand and support their efforts to attract long-term funding. ​

We worked with TLA to develop a campaign that elevated toy libraries’ cost relief benefits for families. We then broke the campaign into a state-by-state media push, utilizing local case studies and developing state-based assets to maximise coverage among target communities. These case studies illustrated real local families saving over $10,000 per year and accessing sensory toys vital for their child’s development that they could otherwise not afford. This created a compelling narrative for media engagement. ​

In Queensland, we launched the #BringBackPlay campaign and accompanying petition. To achieve broad coverage in a diverse state and competitive media environment, we divided the campaign into a regional and metro push and leveraged statistics and data alongside further compelling local case studies to coordinate a strong community call to action.​

Toy Libraries Australia has continued to rapidly grow in memberships and volunteer base across the country. The cost-of-living campaign achieved substantial media coverage in each state, including exclusive print runs in metro newspapers such as The Herald Sun, The Courier-Mail and The West Australian, strong national radio and TV coverage across ABC and Sunrise and further TV packages across nightly news bulletins. ​

The #BringBackPlay campaign launched with an exclusive package on 9 News Brisbane, followed by metro coverage across The Courier-Mail and ABC and regional coverage on ABC FNQ and 7 News. The TV package secured a statement from the Queensland Government in response to the campaign, opening the door for further engagement and follow-up media. ​

Shape continues to support TLA to identify compelling messages and raise community and government awareness at what is a critical time of need for Australian families.​