The concerns around 60DD were widespread and the issue was primarily political. This meant that it was important to unify CAPS members and engage prominent politicians at both a state and federal level to affiliate with the campaign.
Rallies were held in Sydney and Canberra, with attendances of 1,800 and 4,000 pharmacists, patients, and politicians respectively.
Both events generated strong media coverage and a high level of engagement.
our approach:
Economist Henry Ergas AO estimated that the Australian Government’s 60-day dispensing policy (60DD) would result in the pharmacy industry suffering a $4,500,000,000 loss in the first four years of its implementation.
The Community and Pharmacy Support Group (CAPS), composed of pharmacists across Australia, united against 60DD, looking to draw attention to their belief that the policy had a disproportionate impact on independent pharmacies.
CAPS engaged Popcom to assist in voicing their concerns on a wider platform. We highlighted the lack of consultation with pharmacy bodies in the development of 60DD, which would lead to revenue loss, staff hour cuts (pharmacy has a high percentage of female employees), reduction of free services, and price increases across the industry.
Client: Community and Pharmacy Support Campaign
The project Brief
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The campaign dominated news headlines and directly led to the Pharmacy Guild and Australian Government initiating early negotiations for the 8th Community Pharmacy Agreement. Health Minister Mark Butler conceded the damage of his policy, bringing forward negotiations by one year.
“I've taken the view and I've heard the soundings from the Pharmacy Guild that we need to deliver that business certainty to pharmacies sooner than that." - Mark Butler MP
The Sydney and Canberra rallies made enough noise in the media to facilitate media interviews, TV coverage, radio coverage, social media coverage, and fierce political discourse.
RESUlts:
WiNner:
CPRA Golden Target Awards Public Advocacy Campaign of the year 2024
FINALIST:
Mumbrella CommsCon Media Campaign of the year 2024
CPRA Golden Target Awards Media Relations Campaign of the year 2024
- Logo Design: A bold, sleek monogram logo that reflects luxury and simplicity.
- Packaging Design: Custom velvet-textured packaging with gold foil detailing, enhancing the unboxing experience.
- Website Design: A fully responsive, elegant e-commerce website with smooth navigation, reflecting the high-end quality of the handbags.
- Social Media Assets: Consistent, visually stunning social content for Instagram and Pinterest to attract luxury buyers.
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The DELIVERABLES
The project Brief
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- Increased brand recognition among high-end buyers.
- 35% growth in online sales within the first quarter of rebranding.
- Enhanced social media engagement, with a 50% increase in Instagram followers and interaction.
Since the launch, their online presence has surged, and they've seen a significant increase in engagement from their ideal clientele, translating into boosted sales and heightened brand awareness.
Our work transformed Velvet & Gold into a brand that radiates elegance and exclusivity, positioning them as a top-tier player in the luxury handbag market.
The OUTCOME:
The project Brief
showreel
The Truth Campaign is a 2024 Mumbrella CommsCon finalist for Best Media Relations-Led Campaign of the year and the CPRA Golden Target Awards for Media Relations Campaign of the year and Public Advocacy Campaign of the year.
For more information please contact Amanda@popcom.com.au
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