Case Study: Savvy Media Tactics that Secured $200 Million for Aged Care
Client: Aged Care Matters
The Challenge:
Critical Shortage: Nearly 1000 aged care beds lost this year due to chronic underfunding, rising costs, and harsh immigration settings.
Future Crisis: By 2030, an additional 12,000 to 16,000 aged care beds will be needed—equal to the entire public hospital network.
Government Inaction: Despite ongoing pleas, the government has been slow to address the crisis, necessitating a bold, attention-grabbing approach.
TLDR; The Big Wins:
Immediate Impact: Within 24 hours, the Prime Minister responded to our campaign.
Major Victory: Government announced $200 million in additional funding for health workers, including aged care nurses, less than a month after launch.
Policy Change: Fast-tracked immigration laws for nurses, enabling quicker residency paths.
Objective:
Goal: Secure pay parity for aged care nurses and address sector underfunding before the next Budget and General Election.
Target Audience:
Primary: Politicians, especially Labour, Health, and Finance Ministers.
Secondary: News reporters around the Beehive and Wellington.
Tertiary: General public through targeted placements.
Insights & Strategy:
Travel Habits: Targeting key travel routes of politicians, ensuring our message is unmissable during commutes.
Creative Tactic: Dramatic billboards with aged images of Prime Minister Jacinda Ardern and Deputy Prime Minister Grant Robertson to emphasize urgency.
Our Smart Media Execution:
PR Blitz:
Launched in May with opinion pieces, exclusive interviews, and proactive media pitching.
Partnered with Anthem for a robust PR strategy that generated 19 earned media reports within 72 hours, including prime-time TV, radio segments, national newspapers, and online articles.
Strategic Media Launch:
Giant Outdoor Ads: In November, we placed dramatic billboards along key commute routes from Wellington Airport to Parliament.
Device ID Targeting: Utilized sophisticated device ID tactics with the help of our technology partners, 36Presents, to deliver social and digital messages directly to politicians and journalists’ devices, ensuring they couldn’t miss our message. By geo-fencing key locations like the Beehive, homes, and frequented cafes, we ensured constant visibility.
Radio Presence: Collaborated with Chemistry, our creative agency, to develop national radio ads with Mike Hosking on ZB during commuter times, capturing the attention of our key audiences when they were most likely to be listening.
Precision Targeting:
Geo-Targeting: Identified and targeted devices seen at least three times a week inside the Beehive, focusing on the Finance Minister and Health Minister’s routes.
Social Targeting: Bombarded politicians' social media pages with ads, leveraging their LinkedIn and Facebook presence to keep our message front and center.
Campaign Duration:
The four-month campaign saw outdoor and radio ads turned off less than five weeks in due to immediate government action. Social and display ads remain ongoing to maintain awareness and engagement.
Image of Billboard nearby Parliament Building of an Aged Jacinda Ardern and Grant Robertson, highlighting the need for more aged care beds by the time they are 82.
Outcome:
Quick Reaction: Prime Minister acknowledged the campaign within a day.
Government Action: $200 million funding announced for health workers, with relaxed immigration laws for nurses.
Massive Reach: Over 40% of NZ population engaged through various channels, driving public and media conversations.
Results:
Display Ads: 122,122 impressions
Social Media: 148,718 impressions
Out-of-Home (OOH): 113,471 impressions
Radio: 262,614 impressions
PR: Reached 2.1 million people, over 40% of NZ's population
Engagement: 2.76% clickthrough rate, 29,358 website visits
Lessons Learned:
Precision Targeting: Effective media placements and creative strategies drive quick and decisive action from key decision-makers.
Impactful Creativity: Bold visual storytelling captures attention and fosters engagement.
PR Power: Coordinated PR efforts amplify reach and credibility, ensuring widespread message dissemination.
Client Feedback:
Strategic Success: Aged Care Matters praised the campaign's strategic alignment and execution.
Result-Driven: The campaign achieved significant media attention and sparked crucial public debate, influencing policy discussions around aged care funding.
By executing a smart, ambitious, and highly targeted media strategy, Longevity Media, in partnership with Anthem, Chemistry, and 36Presents, effectively raised awareness and drove meaningful policy changes, ensuring a brighter future for New Zealand's aged care sector.