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 SalienceOur 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

DefaultsWe ”go with the flow” of pre-set options

Incentives

Our responses to incentives are shaped by predictable mental shortcuts

CommitmentsWe are strongly influenced by what others do

Norms

We seek to be consistent with our

public promises, and reciprocate acts

EgoWe 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, UNSWBachelor 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

CLIENTROYAL AUSTRALIAN AIR FORCE

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

ObjectiveTo 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 aerospacedomain from industry & Defence leaders

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

JERICHO COLLABORATIONS Where the whole is worth morethan the sum of its parts

AIR FORCE BY DESIGN

Envisaging an ambitious and bold new future

PROUD PARTNER

5TH GENERATION AIR FORCE

FUTURETOWARDS THE WORLD’S FIRST 5TH GENERATION AIR FORCE

BLUE SKY VIEWS The future of the aerospace AIR FORCE

“This Avalon was the best demonstration yet of what the Air Force is doing to transform itself into a truly fi fth generation force. Yes, the range of new platforms on show, many making their Avalon debut, was impressive but the principles underpinning the show were more so. Plan Jericho is making great strides in the two years it has been in operation. The early angagment of industry, the adoption of new thinking and technologies into existing structures and confi rmation that innovation at every level is key were all apparent”.

Australian Defence Magazine

ObjectiveTo develop the Women in Sport Strategy and achieve sector wide buy-in, including:

• Stakeholder engagement with sporting codes, sponsors, brands, commercial partners, facilities, and sport leaders

• Working with the sector to develop innovative approaches, strategic frameworks and tools, and inspire sector wide change

Results• Extensive consultation process involving over 750 stakeholders across 6 high profi le

events

• Cross-sector support for the process

• Strategy developed with cutting –edge new ideas from traditional and new partners

CLIENTNSW OFFICE OF SPORT

PROJECT WOMEN IN SPORT STRATEGYApproach: A multi-stakeholder communication and engagement plan was developed to engage stakeholders. This was done through forums and events with cutting edge research and presentations from Nielsen Sport, Facebook, Twitter, TV Networks, AFL, FFA, Netball, Cricket, athletes, and brands such as Nickelodeon, Suncorp, Lendlease, and Kellogg.

ST

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DE

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LO

PM

EN

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CE

SS

JAN-APR2018

CONSULTATION PROCESS 1:Targeted workshops & IWD Sport Leaders Breakfast

3

DEC2017

RESEARCH & ANALYSIS:National & International approaches2

JUN2018

OFFICE OF SPORT WOMEN IN SPORT STRATEGY ANNOUNCED5

MAY2018

CONSULTATION PROCESS 2: Strategy released for comment4

OCT2017

UNLEASHING THE VALUE OF WOMEN IN SPORT FORUM1

To develop the Women in Sport Strategy and achieve sector wide buy-in, including:

Stakeholder engagement with sporting codes, sponsors, brands, commercial partners,

Working with the sector to develop innovative approaches, strategic frameworks and

Extensive consultation process involving over 750 stakeholders across 6 high profi le

Strategy developed with cutting –edge new ideas from traditional and new partners

CLIENTPRIMARY IVF

PROJECT LAUNCH OF BULK BILLED IVF CLINICApproach: An integrated, content led, communications campaign on social and traditional media to build awareness and drive enquiries from prospective patients.

ObjectiveDemonstrate it is possible to provide high-quality IVF aff ordably, in an already noisy environment.

Results• 296 fi rst appointments were directly attributable to campaign

Facebook community of more than 2,711 engaged advocates in just fi ve months

• 7.6% engagement rate for content (industry ave 1.5%)

• Social content drove over 9065 clicks to website

• 7 TV stories reaching a combined audience of 1.8 million and including all key messages

• 12 times ROI for campaign

In Partnership with N2N Communications

CLIENTNSW HEALTH

PROJECT AUSTRALIA’S FIRST HIV TESTING POP UP Approach: To deliver Australia’s first ever pop-up HIV testing site through a partnership between NSW Health, SES Local Health District, ACON and SydPath. The pop-up on Taylor Square would enable people to experience rapid testing in a non-clinical environment.

Objective1. Increase awareness about rapid HIV testing among gay men 2. Encourage more flexible HIV testing models across health sector

Results• 34% increase in HIV testing in inner Sydney

• Over 4 million media impressions

• Extensive social media coverage (Twitter reach 549,000)

• Campaign won CommsCon and PRIA Golden Target Awards

GAY & OTHER MEN WHO HAVE SEX WITH MEN

PEOPLE WHO INJECT

DRUGS

ABORIGINALPEOPLE

SEX WORKERS

Including increases in testing across all high risk groups.

CLIENTSYDNEY WATER

PROJECT TAP WATER REPOSITIONINGApproach: Reframe Sydney Water by building a story using the language and imagery usurped by bottled water. Water has moved beyond a thirst quencher to a substance that maintains overall wellbeing. The culture of hydration dominates water choice. The strategy revolved around Sydney Water embracing the culture of hydration:

• Positioning, messaging and multi-channel approach to inspire behaviour change with consumers through a structure of consistent messaging and brand reinforcement

• The central brand promise became - Sydney Water your best source of hydration

• Branding is represented by fresh, natural, filtered and pure – in everything from words to imagery to action

ObjectiveTo convert bottle water drinkers to tap.

Results• Strategy executed across a number of pillars to reinforce Sydney Water as the best source of

hydration

• Sydney Water became the Hydration Partner for Cricket NSW

• Hydration messaging is carried through all touchpoints and programs such as Tap, education, media, and engagement

CLIENTNSW HEALTH

PROJECT MAKE HEALTHY NORMALApproach: A behaviour change strategy involved a series of activations across NSW, and partnerships with sporting codes and ambassadors. Make Healthy Normal branding was also used across major policy initiatives such as removing sugary drinks for sale in hospitals.

Objective• To bring Make Healthy Normal to life and let people experience fi rst hand how small steps can

make a big diff erence

• To socialise the change by involving partners, local communities, sporting codes hospitals and healthcare professionals

Results• Over 20,000 people participated in 10 activations across NSW

• 13,331 healthy snacks handed out

• Extensive social media coverage (>250,000 social impressions)

• Involvement of AFL, FFA and Netball in activations

• Videos shared across HCP partner channels - AMA, RACGP, Hospitals – with >50,000 views (organic)

Activation elements with N2N Communications

overweight obesity tooth decay

SUGARY DRINKSa major contributor to

Make water your drink

www.makehealthynormal.nsw.gov.au

weight gainin one year

6.5KG

Drinking one can of soft drink a day can leadto a weight gain of 6.5kg in one year

Shift work and late night routines can be tough

Sugary drinks make it very easy to drinka lot of sugar without even realising it

1 2sugar intakecomes from drinks

in australia more than

There are 10 teaspoons of sugarin 375ml can of soft drink

soft drink1 can of 10

teaspoons

daily recommendedsugar intake

Daily recommended sugarintake = 8 teaspoons sugar

8teaspoons

Average australiansugar intake

Daily recommended sugarintake = 8 teaspoons sugar

14teaspoons1414

Working long hours and switching from one shift to another can play havoc with your mind and body.

A FRESH APPROACHKEEP YOUR ENERGY STABLEKeep up your energy for longer with nutritious snacks like fresh fruit, nuts and dried fruit, wholegrain bread/crackers with nut butter or low fat cheese

Drink water whenever possible. Drink it cold, sparkling or with a twist of lemon. Teas (regular, green or herbal) are also a good option.

STAY IN TOUCH...0412 662 308

www.houseofkitch.com.au

samara@houseofkitch.com.au