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
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.
MKTG Launches PR & Talent Division Realigning Business Structure
Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]