Communicating with empathy
Communications - not for profit
Writing & editing
Communications strategy
Stakeholder communications
Campaign
JMB communications & creative
Communicating with empathy
Communications that educate the public about acquired brain injury (ABI)
Client
JMB Foundation
Released
Timeframe
12 months
Project Type
Communications - not for profit
Technology
MS Office E-newsletter Social media
JMB communications & creative
Overview
Our solution focused on creating a suite of empathetic, educative communications to support JMB Foundation's goals of raising awareness of ABI in Australia and abroad. Targeted on sensitive, factual storytelling with a focus on victims, families, and the resources and reactions from other parties including hospitals, carers, media, and the public.
The JMB Foundation, established February 2007, has two main aims: to provide financial support for care and rehabilitation for James and other young sufferers of an acquired brain injury (ABI); and to give a public voice to those young people – who all too often literally cannot speak for themselves – and to their families and carers.
JMB communications & creative
The Challenge
The public is saturated with information, media and requests to support the many charities out there. Australians are generous people. While the initial 12 month campaign to raise awareness for JMB was challenging in this environment, it rewarded the effort. The comms campaign was boosted by strong, factual, empathic storytelling, critical data on ABI, the generosity and spirit of the JMB Foundation, and the media in helping to tell a largely unknown story about the victioms of ABI, like James.
JMB communications & creative
The Solution
We developed a communications strategy focused on telling the stories of the victims and their family with empathy, clarity, and a focus on fact and action. The campaign tactics centred on content distributed via the JMB website, media, e-newsletters, and socials. The campaign broadened to events like the Melbourne Marathon on a tactical basis.
MS Office E-newsletter Social media
JMB communications & creative
JMB communications & creative
Performance Results
The new suite of communications and their distribution have helped JMB tell its story to help James and other victims of ABI. Through events like the Melbourne Marathon, the JMB Cup, and with strong support from the media and sponsors like Carey Grammar, IMG, and the Vizard Foundation, JMB has improved the shortfalls in the medical, financial, political and social services systems where young lives are saved but not adequately supported. Fundraising and communications have allowed JMB to contribute significantly to the development of new, age-appropriate residential options for young Australians who might otherwise have no choice but to live in an aged care home.
Daily active users
Name recognition and private-public support
Increased financial support and sponsorship for JMB
