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  • LAUNCHING HEALTHY IDEAS

  • House of Kitch is a multi-award winning strategic communications consultancy with a specialty in health, wellbeing and behaviour change. We work across health, food, agriculture, government, environment and all areas that need evidence based strategic thinking.

    • We are passionate about using communications to creatively solve problems, drive behaviour change, achieve influencer support and shift perceptions

    • We believe in driving change through inspiration – finding novel and innovative ways to bring strategic issues to life and igniting conversations 

    • We bring a strategic, integrated approach to communications that works across marketing, PR, digital and social channels to meet business needs and deliver meaningful engagement

    • We will work with you to make healthy ideas happen

  • EVERYTHING WE DO HAS A HEALTHY SENSE OF PURPOSE

    HOW

    WHY

    WHAT

    WHAT WE DO • Bring a strategic approach to communications to inspire change • Solve problems creatively, drive behaviour change, achieve influencer

    support and shift perceptions • Bring vision to life through disruptive communication effects,

    story telling, and partner engagement

    WHY WE DO WHAT WE DO • People generally have a hard time with change, even when it is

    good for them. Our purpose is to inspire people to embrace change so they can be their best and drive positive changes in the world

    HOW WE DO THIS • Articulating a vision that people want to be part of • Making the complex simple; making the intangible tangible • Understanding human behaviour and how to inspire change • Bringing people on the change journey

  • INSIGHT & AUDIENCE CENTRED APPROACH

    • Understand the objectives, issues and opportunities

    • Acquire strategic insights from data, research and evidence

    • Understand your audiences, their needs and perceptions

    • Environment, stakeholder and competitor analysis

    • Behaviour change goals, models, strategy and design

    • Strategy is data and insight led, and evidence based. Make complex simple

    • User journey along behaviour change pathway

    • Support and influence people on journey

    • Flexible frameworks and practical tools to drive delivery and business objectives

    • Evidence based content to deliver valuable information to target audience. Multi- channel approach utilising relevant touchpoints

    • Bring audiences and stakeholders on journey. Drive societal change

    • Upskill and support staff to deliver and adapt approach

    • Determine metrics and evaluation methodology from outset

    • Build in feedback loops and data analysis for continuous improvement

    • Reinforce and reward behaviour change

    STRATEGIC INSIGHT EVIDENCE LED STRATEGY DELIVERY & CONTENT MONITORING & EVALUATION

  • Behavioural Insights works on the principle that behaviour is infl uenced by an interaction between System 1 (Automatic/ Intuition) and System 2 (Refl ective/ Rational)*. To eff ect long term behavior change you have to impact on System 1 thinking, as this is the home of automatic, entrenched, habitual behavior patterns. To do this, you need make an impact on the System 2 mind, as this is where the initial decision to make a change in behaviour is made. Supporting the new behaviour patterns with tools – digital and traditional – is important to drive long term change. Using incentives such as real and virtual rewards, and social support of the change is important for reinforcing the change.

    * Kahneman, D, Thinking Fast and Slow, 2011 & Kahneman, D, Maps of Bounded Rationality, 2002. Based on Kahneman, 2002

    DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH

    System 1:

    • Automatic, fast, entrenched, habitual behaviours

    • Responsible for 95% of our decisions

    • Greater infl uences on longer term behaviour

    System 2:

    • Refl ective, slow, conscious, rational planned behaviour

    • Responsible for 5% of our decisions

    • Can infl uence short term behaviour; unlikely to infl uence longer term on its own

    A. Use emotional stir up to make System 2 want to change. Use the heart to speak to the head; engaging

    the brain in an active learning process

    B. Behaviour change is enhanced

    by tools that increase effi cacy & reinforced by social

    environment

    C. Feedback loop as attitudes and beliefs are reformed and behaviours change

  • Behaviour change is shaped by understanding automatic behaviour triggers and subconscious influences. Elements of the MINDSPACE Behavioural Insights framework can help shape the communication journey.

    MINDSPACE FRAMEWORK INFLUENCING SYSTEM 1 THINKING

    Based on MINDSPACE Behavioural Insights Framework, UK Cabinet Office and UK Institute for Government, 2010

    MINDSPACE

    Messenger

    Priming Salience Our attention is drawn to what is novel and seems relevant to us

    Our acts are often influenced by sub-

    conscious cues

    Affect

    Our emotional associations can

    powerfully shape our actions

    Defaults We ”go with the flow” of pre-set options

    Incentives

    Our responses to incentives are shaped by predictable mental shortcuts

    Commitments We are strongly influenced by what others do

    Norms

    We seek to be consistent with our

    public promises, and reciprocate acts

    Ego We act in ways that make us feel better

    about ourselves

    We are heavily influenced by who communicates information

  • OUR CLIENTS

  • Samara Kitchener is a multi-award winning strategic communications specialist with a passion for delivering large scale digitally integrated campaigns.

    With 15+ years senior communications and engagement experience working across government, food and health sectors, Samara has deep expertise in organisational strategy, integrated communications and stakeholder engagement.

    OUR EXPERTISE

    Samara is NSW President of the Public Relations Institute of Australia.

    Before consulting, Samara was Strategic Advisor Communications and Engagement with NSW Health where she drove multi-stakeholder communications on preventive health, including overweight and obesity, tobacco, HIV, STIs and hepatitis. Samara was also Director Communications with the NSW Food Authority where she led communication strategies, digital channels, crisis communications and education campaigns.

    Samara has worked collaboratively with key influencers in including federal and state government departments, primary industry bodies, academic experts, the Australian Medical Association, RACGP, Cancer Council, and Heart Foundation.

    Samara has also worked as an advisor to the World Health Organisation.

    Samara Kitchener, Founder & Director

    MBA, Australian Graduate School of Management, UNSW Bachelor of Applied Science (Hons), UNSW

  • OUR AWARDS

    • 2017 Public Relations Institute Golden Target Award: RAAF Plan Jericho – Highly Commended

    • 2016 Public Relations Institute Golden Target Award: Primary IVF – Best National Campaign

    • 2016 Public Relations Institute Golden Target Award: Primary IVF – Best Social & Digital Campaign

    • 2015 Public Relations Institute Golden Target Award: HIV Testing Week EASY Tour

    • 2014 Public Relations Institute Golden Target Award: HIV Pop Up Testing

    • 2014 CommsCon: HIV Pop Up Testing

    • 2012 Public Relations Institute Golden Target Award: 8700 kilojoule campaign

    • 2012 ADMA Effectiveness Award: 8700 kilojoule campaign

    • 2012 Australian Mobile Awards: Two award winning apps (8700, Good Glen & bad eggs) 

    • 2008 Public Relations Institute Golden Target Award: Mercury in fish & pregnant women

  • OUR WORK THIS IS HOW WE ROLL

  • CLIENT ROYAL AUSTRALIAN AIR FORCE

    PROJECT FORCE OF THE FUTURE Approach: A multi-stakeholder story-telling approach was developed to communicate the transformation plan in inventive ways to inspire the workforce and partners.

    Objective To bring Plan Jericho to life at Avalon Air Show (B2B); demonstrating how the innovation and partnership led strategy is successfully leading Air Force’s transformation to the world’s fi rst fi fth-generation air force.

    Results (B2B) • Major dignitaries, including Prime Minister, Ministers and overseas military representatives involved

    • 25 industry partners, including Lockheed Martin, Boeing, BAE, Airbus, engaged in partner and media activities

    • Life-size Hologram bringing the vision to life in 3D video

    • Social media >180,000 audience organic reach

    • 110,977 video views (organic)

    • 12 targeted media stories >200,000 reach

    FORCE OF THE

    FUTURE TOWARDS THE WORLD’S FIRST 5TH GENERATION AIR FORCE

    BLUE SKY VIEWS The future of the aerospace domain from industry & Defence leaders

    JERICHO TRAILBLAZERS Sparks that light the trail – the story behind the innovations

    JERICHO COLLABORATIONS Where the whole is worth more than the sum of its parts

    AIR FORCE BY DESIGN