Bring Back Play
Client
Toy Libraries Australia
What we did
Media
Campaigns
Digital
Challenge
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.
Approach
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.
Impact
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.
Bring Back Play
Client
Toy Libraries Australia
What we did
Media
Campaigns
Digital
Challenge
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.
Approach
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.
Impact
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.
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