Upstride was engaged by the Department of Health Victoria from 2018 to 2019 to develop and execute a PR campaign In response to the unprecedented Thunderstorm Asthma event of November 2016, which saw over 12,000 hospital admissions and 10 fatalities.
The campaign reached approximately 1.2 million unique Victorians from multicultural backgrounds, significantly raising awareness about Thunderstorm Asthma.
What we did
Our approach was to create an integrated campaign that combined engaging community events, targeted media outreach, and strategic digital communications. The campaign centred on reaching and educating multicultural Victorians, leveraging a unique mascot and multifaceted media activities.
MASCOT CREATION AND COMMUNITY ENGAGEMENT
‘Puffy the Asthma Puffer’: Developed a friendly mascot, ‘Puffy the Asthma Puffer’, to personify asthma awareness and engage with diverse communities. Puffy attended various multicultural events, effectively reaching over 80,000 people.
Event Activations: Participated in major multicultural events such as Diwali and the World Rice Festival/African Music and Culture Festival, where Puffy became a popular attraction. Thousands of attendees interacted with Puffy, providing a memorable and educational experience.
MEDIA CAMPAIGN
Integrated Media Strategy: Created a multi-channel media campaign including videos, posters, and digital ads. These materials were designed to convey crucial information about Thunderstorm Asthma in a clear and engaging manner.
Key Media Events: Organised and executed three major media events— a launch, a start-of-season briefing, and a multicultural media briefing. These events generated significant media coverage and awareness.
Targeted Outreach: Focused media efforts on reaching multicultural audiences through ethnic media outlets and community channels.
DIGITAL AND PRINT RESOURCES
Resource Development: Produced a range of educational materials and digital resources to inform the public about Thunderstorm Asthma symptoms, prevention, and management. These resources were distributed widely and made accessible online.
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