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Tasmania's Biggest Job - Tasmanian Early Years Foundation

The Client

The Tasmanian Early Years Foundation’s purpose is to promote and support the wellbeing, development and learning of Tasmanian children up to age 6. With research highlighting that the early years of life set children on a path for the future, a strategic priority of the Foundation is to lead cultural change in the community.

The Need

The Foundation recognised the need to conduct a social marketing campaign to positively alter community attitudes towards parenting and childhood in the Tasmanian community.

The Work

Fenton Communications worked with the Foundation to create the ‘Tasmania’s Biggest Job’ campaign.

The campaign was designed to recognise the significant role parents and community members alike play in raising Tasmania’s children, and to showcase the range of government and community welfare services available for parents, caregivers and the wider Tasmanian community. The campaign aimed to increase the willingness of parents and caregivers to reach out for help by highlighting the government and community services available.

Fenton Communications developed and delivered an integrated marketing campaign, to disseminate the campaign key message ‘Tasmania’s Biggest Job - Raising our children deserves a helping hand’ and campaign materials and information to the community. This was done through the tailored implementation of the following communications functions; promotional collateral, stakeholder relations, advertising, media relations, and online communication.

Development of partnerships with Southern Cross, Metro Tasmania, Mission Australia and IGA significantly increased the exposure of the campaign within the community.

Recognising that parents are significant users of social media, Fentons developed an online portal to link Tasmanian parents to relevant information, and engaged parents through blogger relations and a Facebook group.

The campaign was selected by the Tasmanian Government to be featured in their 2010 Hobart, Launceston and Burnie show displays. A Tasmania’s Biggest Job walkthrough display was created, highlighting the importance of the early years.

The ongoing evaluation of the campaign indicates substantial exposure and recall proving the key messages resonates within the community. Fenton Communications continues to work with the Foundation on the implementation of the campaign.