Campaign:
Westside Circus is a not-for-profit organisation, providing important community programs targeting Victoria’s at-risk youth with a particular focus on newly arrived refugees and young people from disadvantaged backgrounds. Their programs enable students to develop skills in circus, music, production and performance.
In 2007, Westside Circus faced an uncertain future. Despite growing demand for its services, Westside Circus had not been able to secure ongoing government funding for its programs. The Circus was also advised of government plans to redevelop their current venue, meaning they would be required to vacate their home, an expensive relocation process.
Our Approach:
Socom’s research confirmed that Westside Circus’ programs met many government objectives at state and local levels but these were unrecognised.
An intensive media relations strategy was devised which concentrated on specific community issues; suggestions for third party endorsement and a targeted stakeholder engagement plan. Socom also devised a comprehensive government relations campaign involving:
* The Victorian State Government Community Cabinet;
* Meetings with the Minister for Sport and Recreation;
* The local Federal Member of Parliament; and
* Developing a relationship with the local council, the City of Yarra.
Results:
The media relations strategy resulted in favourable print coverage in The Age and local suburban media as well as broadcast pieces on ABC1, Channel 9 and Channel 10. Westside Circus also held a successful open day where the Fifteen Foundation held live celebrity cooking demonstrations. Over 200 community members attended the event.
The open day and media coverage also opened doors previously closed for meetings with the Yarra City Council. The Council publicly declared its support and committed to involving Westside Circus in future negotiations about the redevelopment of the site and how it could continue to be part of the arts community in the municipality.
