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“Cause” Agency Wins PR Award

Thursday, 28th October 2010 at 10:09 am
Lina Caneva, Editor
A boutique NSW PR Agency, with a business focus on cause, culture and community, has won a national Golden Target industry award presented by the Public Relations Institute of Australia.

Thursday, 28th October 2010
at 10:09 am
Lina Caneva, Editor



“Cause” Agency Wins PR Award
Thursday, 28th October 2010 at 10:09 am

A boutique NSW PR Agency, with a business focus on cause, culture and community, has won two national Golden Target  industry awards presented by the Public Relations Institute of Australia.

Insight Communications is a boutique PR agency which was launched in 2008 by mother and daughter team Clare Collins and Alice Collins.


The pair are double award winners in the 2010 NSW Public Relations Institute of Australia Awards for Excellence for their  work on the ‘11th Hour Campaign’ for Ovarian Cancer Australia (Health) and ‘A Gift Like Nun Other’ (Low Cost/Pro-Bono) for the Timorese ALMA Nuns.


Both campaigns are described as demonstrating Insight Communications’ unique and creative PR strategies using a combination of traditional and non-traditional methods to deliver their respective key messages to achieve unparalleled awareness and media coverage. 


Prior to Insight Communications’ involvement and creation of the “The 11th Hour Campaign,” the Agency says Ovarian Cancer Australia was little known outside Victoria.  Challenged with a limited budget, conflicting brand identity, a short lead-time, few existing spokespersons and minimal case studies, the Insight team created and rolled out a national communication campaign to raise widespread awareness of OCA and the symptoms of a disease that kills one Australian woman every eleven hours.


Working within the constraints of a two-month period (December/January), Insight utilised nationally known ambassador Jean Kittson, generating awareness of the Teal Ribbon (the international symbol of ovarian cancer) and securing massive media coverage on a national scale.  Ovarian Cancer Australia became the official charity to be represented at the Prime Minister’s XI on World Cancer Day.  Former Prime Minister Kevin Rudd, his wife Therese Rein, team captains and team players all wore Teal Ribbons throughout the day publicly acknowledging Ovarian Cancer Australia as the leading Australian advocate for Ovarian Cancer Awareness and Support. 


At the end of the campaign, the Agency says it increased coverage in primary media outlets by 2683%, online mentions by 2440%, increasing donations by 114%, website visits by 267% and telephone enquiries by 1567%.  


Paula Benson, Chair of Ovarian Cancer Australia, congratulated the Insight team on an outstanding achievement gaining recognition for their award winning efforts by the industry body.


He says their  2010 ‘11th Hour Campaign’ was an enormous success and their best Awareness Month yet.


Insight’s second award winning campaign, ‘A Gift Like Nun Other’ was a national appeal designed to raise funds to support the work of four East Timorese Nuns who provide the only physiotherapy available to children with disabilities in Dili.


The ALMA Nun campaign was created to provide the Nuns with a safe vehicle (the four Nuns were sharing a single scooter) enabling them to provide care the children desperately needed.


This project presented Insight with its own unique set of challenges including a narrow window of opportunity, limited access, a language barrier, no facility in place to receive and process online donations, media competition with the death of Michael Jackson and other well-known fundraising campaigns, plus the most hard-hitting challenge to the Not for Profit  sector, the Global Financial Crisis (GFC). 


For more information go to

Lina Caneva  |  Editor  |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years, and Editor of Pro Bono Australia News since it was founded in 2000.

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