Rebels With A Cause
Print campaigns by Extinction Rebellion and Bauer Media are driving change and even changing the law. But why are magazines and newspapers so good at driving social change?
At the time of writing, hundreds of people are occupying the streets of Perth in a series of peaceful protests against climate change. Under the collective name of Extinction Rebellion, the protesters have set up camp at various points around the city, blocking streets, chaining themselves to buildings and generally causing as much non-violent disruption as they can to focus the attention of the country’s political leaders on the climate emergency.
This fresh wave of action comes after a series of global Extinction Rebellion protests in which activists in 60 countries around the world, from Melbourne and Brisbane to London and New York, held demonstrations and marches to rally support and urge their own governments and organisations to take steps to tackle climate change.
As well as the marches, speeches and sit-ins, the London protest group also produced a newspaper, distributed free to commuters to let them know more about their campaign. Over a few days, more than 110,000 copies of The Hourglass were handed out, filled with expert opinion on the environment, reports on threatened species and an article on how scientists are warning that the climate crisis is developing faster than predicted, all on recycled paper of course.
You could argue that the protests are getting enough media coverage as it is, with reports on the disruption they’re causing on every news bulletin, but publishing their own newspaper allowed the organisers to get their message across without interruption, stating their case directly to their target audience in a physical format that has gravitas and permanence. If Extinction Rebellion were a brand, this print campaign would be a resounding success.
A history of social campaigns
Newspapers and magazines have a long history of instigating social campaigns and raising awareness of issues. Away from the hard news or soft lifestyle features, campaigns are a common feature of publishing, using the publication’s powerful brand value and incredible reach to drive real change at the heart of government.
Just over a year ago, Bauer Media launched a campaign through its magazine brands called No Gender Selective Tax (No GST).
The campaign was created to remove the Goods and Services Tax (GST) from the price of tampons, pads and sanitary items for all Australian women. Since the introduction of the GST in 2000, women have been paying tax on sanitary products – almost the only essential item purchased exclusively by one sex, meaning that the GST on it directly and solely penalises women.
Bauer Media placed content in 36 of their media brands, including Elle, The Australian Women’s Weekly, Cosmopolitan and Woman’s Day, highlighting the issue and calling for changes in the law, before encouraging people to sign a petition at bloodyannoying.com.
After over 100,000 people signed the petition, the Australian Government scrapped the tax just a few months after the campaign began.
Four steps to campaign success
The power of magazines and newspapers to rally the support of its readers and deliver social change is something that all brands can learn from, and boils down to four key points:
- Have a defined objective
The clearer and more focused your objective, the more successful your campaign is likely to be. Whether it’s raising awareness of climate change or forcing a change in the law, magazines usually have one thing they want to achieve and they throw all their weight behind that one objective. This means that the campaign is easy to communicate, easy to understand, and easy to get involved with.
- Be creative
The relationship between publication and reader is a two-way transaction: the reader gives their time, money and attention in return for entertaining and educational content. But when it comes to getting them to give extra, by lending their support to a defined campaign, they need something extra from the publication, so the editorial teams stretch their creativity, offering something new and surprising. So, think about how you can surprise your customer – make them laugh, make them think, offer a new take on a traditional format – and you’ll be rewarded in return.
- Use every platform available…
By their very nature, magazines and newspapers have a wealth of content and media space at their disposal, across a multitude of platforms. As experts in keeping the attention of their readers, they use that content and space to give maximum exposure to their campaign in the most engaging way possible. Not only that, each platform feeds into one another, creating a ‘virtuous circle’ of content that strengthens the bond between reader and campaign.
- …Especially print
It’s no accident that almost all campaigns for social change have print at their core. There will be online, social media, video and countless other forms of content, but the heavy lifting involved in grabbing attention, explaining the issue and compelling someone to take action will all be done by print. This is because publishers know that print offers the time and space for a reader to fully understand an issue, as well as providing a physical reminder that they need to get involved.
____________________________________________________________________
The Real Media Collective is an industry association representing the paper, print, mail, publishing and distribution companies across the Australian and New Zealand landscape.
For more information contact: 03 9421 2296 or hello@thermc.com.au
For more information specific to the paper and print industry’s environmental or effectiveness credentials go to: www.twosides.co.nz or www.vopp.co.nz
www.therealmediacollective.com.au
Latest News
‘The Penny Has Dropped…So We’ve Supercharged How Brands Plan, Book And Measure In One Place’ – News Corp’s Lou Barrett On D_Coded
As a cookie depreciation tsunami slowly approaches, News Corp is sharpening its audience intelligence platform, Intent Connect, with AI tech that enables advanced data collaboration capabilities through planning, booking and measurement. Managing director of client partnerships Lou Barrett tells B&T it’s about future-proofing clients’s digital marketing plans. At last year’s annual D_Coded event, News Corp […]
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.