Socom worked with the Victorian operation of Mission Australia to build its profile in the metropolitan and regional media.

Campaign:
In Victoria, Mission Australia’s programs focus on the needs of the unemployed, disengaged youth, migrant and refugee groups and Indigenous communities.
Socom worked with the Victorian operation of Mission Australia to build its profile in the metropolitan and regional media. Mission Australia operates in a crowded “marketplace”, with numerous organisations already well known and utilised by the media. In this short time, Socom has successfully positioned Mission Australia as a trusted advisor with some of Victoria’s senior journalists, doubling its brand recognition in the first year.

Our Approach:
The organisation’s presence throughout metropolitan Melbourne, including outer areas such as Dandenong and West Heidelberg, and in regional Victoria has provided Socom a wide range of media options to deliver relevant, localised stories and build awareness at all levels. Mission Australia’s work with Indigenous communities, disadvantaged communities, long-term unemployed, culturally and linguistically diverse  (CALD) communities and disengaged youth positions the organisation to be a voice on many important community issues.
The release of ABS homeless data provided the first opportunity, since Socom’s appointment to provide the media with comment about a major social issue. Socom’s preparedness and relationships with key media gave Mission Australia coverage in metropolitan newspapers, radio, television and regional press.

Results:
Socom assisted Mission Australia with the communication of their landmark social enterprise program, Charcoal Lane, opened by Premier Brumby in July 2009. Since its opening, Socom has secured local, metropolitan, national and international media coverage for the restaurant and training program, as well as the organisation of several key events to profile the benefits of social enterprise to the wider community.

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