PR for social reform

In tackling the wicked problems of changemaking - often complex, interdependent, and difficult to define - PR plays a crucial role in translating abstract issues into human stories. Through well-crafted narratives, we build empathy, deepen understanding, and inspire meaningful action.

Through strategic media coverage, our stories become a powerful lever for influencing public policy. We frame issues in ways that resonate, mobilise grassroots support, and engage policymakers.

PR is central to driving widespread awareness, catalysing behaviour change, and sustaining long-term public engagement.

We see this play out in practice every day, working alongside clients who are taking on some of the most complex social and cultural challenges in the country.

Westpac Scholars Trust

EDUCATION IMPACT & 1,000 SCHOLARS MILESTONE CAMPAIGN

THE BRIEF
Position Westpac Scholars Trust as key investor in the future of Australia thorugh leadership, research, education and social impact, profiling the 2026 Scholars and building momentum toward the Trust's 1,000th Scholar milestone.

THE APPROACH
–Developed a two-phase national PR and storytelling campaign aligned to education, innovation, inclusion, and leadership conversations.
–Pitched standout stories to national, regional, and sector media, and proactively newsjacked timely conversations to position Scholars as credible expert voices.
–Produced the One Thousand Zine — a curated print and digital publication providing full editorial direction, story development, design coordination, and photography.

THE RESULT
264 media outcomes including 59 TV mentions, 8 print, and 201 digital media mentions.

Featured in Sydney Morning Herald, The Australian Weekend Magazine, The Age, Good Weekend, ABC Science, Sunrise, and The Canberra Times. National syndication via AAP across 60+ publications and Nine News.

Humans of Purpose

EMPLOYMENT-LED RECOVERY & WORKPLACE REFORM

THE BRIEF
Position Humans of Purpose as a national voice on long-term recovery from domestic and family violence. Build recognition of employment as a pathway to recovery from domestic and family violence.

THE APPROACH

–Developed a national PR campaign combining thought leadership with lived-experience storytelling, and launched The Rebuild, a white paper outlining reform for employers and government.
–Produced an invitation-only Sydney launch bringing together industry leaders and key sector voices, featuring Amy Remeikis, Tarla Lambert-Patel, Jess Hill and Jane Gilmore.

THE RESULT

–Over 94 radio broadcasts and over 250 digital mentions, national coverage included Sydney Morning Herald, Future Women, ABC Online, Radio National, Herald Sun, Daily Telegraph, Today Extra, SBS, Women’s Agenda, Junkee, Yahoo Finance and news.com.au.
–Confirmed meetings with advisers to the federal Minister for Finance, Women and the Public Service and the Minister for Employment and Workplace Relations, with the NSW Minister for Women.
–Humans of Purpose reported some of its highest-ever traffic across both websites, growth in followers and enquiries, and women self-registering for the Academy.

All Things Equal

DISABILITY EMPLOYMENT TRAINING PROGRAM AND CAFE

THE BRIEF
Position the team as national leaders in inclusive employment. Develop a PR campaign and white paper that not only affirms their credibility but shares their intellectual property to shift industry practice.

THE APPROACH
Research and develop a compelling, evidence-backed white paper and campaign strategy to:

–Engage mainstream and industry media
–Build influence with employers and partners
–Open doors for long-term systemic change in the disability employment sector

THE RESULT
–Major employers committed to co-designing an employment pathway program. MCG initiated a plan to employ 10 participants, with a leadership presentation scheduled
–High praise from CEOs across the social enterprise and disability sectors
–20+ media features across top-tier, trade and community outlets
–Secured partnership and speaking engagements with Square and One Table.
–Secured strategic meetings with state and federal health and disability ministers.
–Awarded The Age Good Food Guide ‘Food for Good’ in the 2026 Awards.

Pink Elephants

MISCARRIAGE & EARLY PREGNANCY LOSS SUPPORT

THE BRIEF
Position Pink Elephants as a national thought leader in early pregnancy loss and reform advocacy, expanding visibility beyond founder-led storytelling to highlight diverse voices, peer support, and structural change. Drive mainstream awareness, connect emotional storytelling with measurable policy impact.

THE APPROACH
— Developed a comprehensive PR and media strategy integrating advocacy, storytelling, and campaign activation
— Relaunch The Miscarriage Rebellion podcast to deepen conversation and accessibility.
— Produced the Rural and Regional investigation into miscarriage, Not Just a Loss white paper, supporting policy and systems change.

THE RESULT
— Featured across top-tier national and regional outlets, including: 7NEWS National, SBS, Today Extra, Marie Claire, Sydney Morning Herald, Canberra Times, ABC Sydney, ABC RN, Body+Soul, Women’s Health, Women’s Agenda, Wellbeing, Outback Magazine, Motherland, ABC QLD Country Hour, 2GB Rural, AAP, and The Land.
— Report raised in NSW Parliament
— Samantha Payne nominated for Marie Claire Woman of The Year

With You We Can

ADVOCACY, LEGAL EDUCATION & SEXUAL VIOLENCE REFORM

THE BRIEF
Position With You We Can as the national leader in legal literacy, justice reform, and survivor-centred sexual violence education. Drive cultural understanding that WYWC is the first step a victim or their loved ones turn to within an hour of sexual violence.

THE APPROACH
Research, develop, and execute a multi-platform national advocacy strategy to:

— Launch the flagship report What No One Told Us — a first-of-its-kind blueprint exposing the legal literacy gap and calling for independent legal representation for all victim-survivors.
— Build the founder’s national profile through op-eds, expert commentary, long-form interviews, and podcast & speaking outreach.
— Develop a full social media comms calendar, visual identity uplift, storytelling assets, and educational explainer content.
— Create an ecosystem of influence across lived-experience narratives, legal education, community resources, and policy advocacy.

THE RESULT
— 170+ media mentions nationally from June–November, across SBS, ABC, Women's Agenda, Crikey, Junkee, Yahoo! News, The Conversation, and 70+ regional mastheads.
— 5M+ cumulative potential audience reach over the campaign period.

HoMie

A MELBOURNE STREETWEAR LABEL AND SOCIAL ENTERPRISE

THE BRIEF
Elevate HoMie’s Hoodies for Homelessness campaign into a nationally recognised initiative, blending fashion, fundraising, and lived experience storytelling to shift perceptions of youth homelessness and drive real support.

THE CHALLENGE
To challenge these misconceptions without causing harm, we developed a robust ethical storytelling framework. This ensured young people could share their experiences on their own terms — with agency and support — while helping audiences understand the invisible, complex nature of youth homelessness today.

RESULT
— The campaign secured coverage across major national and youth-facing media including The Project, 7News, ABC Melbourne Radio, Women’s Agenda, Missing Perspectives, The Sunday Footy Show (Nine), The Good Humans Podcast, The Daily Aus, Man of Many and Power Retail.
— The campaign generated social media mentions from supporters with a combined audience reach of over 1.4 million, including Edwina Bartholomew, Tommy Little, Sonny J, Kayla Jade, Lem Zakharia, Sophie Scott, and Cooper Chapman.

Clean Slate Clinic

A GP-LED TELEHEALTH DETOX SERVICE AND SOCIAL ENTERPRISE

THE BRIEF
Position Clean Slate Clinic as Australia's trusted, evidence-based voice on at-home alcohol and drug treatment, and build the credibility to support growth, partnerships and its mission to empower one million families.

THE APPROACH
— Developed a national media campaign spanning health, lifestyle and business media.
— Combined lived experience storytelling with expert commentary from co-founder Dr Chris Davis.
— Pitched Clean Slate's pre-budget submission, making the case for investment in early intervention, telehealth and better access to drug and alcohol care.
— Delivered executive leadership media training.

THE RESULT
— 225+ media outcomes including 217 digital, 6 radio and podcast, and 2 TV mentions.
— Featured in Sydney Morning Herald, The Age, The Australian, The Mentor, Australian Financial Review, Sky News, SBS World News, ABC RN, 2GB, The West Australian, Brisbane Times, Herald Sun, Courier Mail, Daily Mail, Mamamia and Women's Agenda.
— Founder thought leadership LinkedIn program reached 74,211 members (up 3,253%) and grew audience by 53%.

Melissa Reader, Violet

CEO OF VIOLET, SUPPORT FOR THE LAST STAGE OF LIFE

THE BRIEF
Elevate Melissa’s visibility as a national thought leader on end-of-life care and the sandwich generation. Shift national discourse around death, care, and ageing and build a consistent media presence that fuels policy, partnership, and product growth.

THE APPROACH
— Completed O&C education through Authority Brand and Meet The Media to define her narrative and map positioning across policy, media, and industry and build direct relationships with journalists.
— O&C mentoring to pitch stories, secure op-eds, and develop Violet white paper strategy for Care Index & Sandwich Generation reports.
— Executed a PR and social media campaign (Sandwich Generation Speaks) including media, LinkedIn, political engagement, and storytelling from lived experience

THE RESULT
— Featured in Marie Claire, AFR, Sydney Morning Herald, The Project, Today Extra, Sunday Life, ABC, Mamamia, SmartCompany, Women’s Agenda, The Australian
— Direct impact on policy conversations with 30+ MPs through white paper advocacy