Open Doors exists to raise the profile of Christians facing persecution around the world, and the “One With Them” Campaign aimed to bridge the gap between the western world and the persecuted church by asking for Christians across Australia and New Zealand to donate a day’s wage to the survival of the persecuted church. As the campaign date approached there was a need to help raise the profile of the organisation and introduce this new campaign.
Working closely with the client, we explored assets, key messages, objectives, spokespeople and ambassadors who would best engage with the intended audiences, from this we were able to create a media strategy that included specific media targets. We then approached national and sector specific media contacts with a bespoke and targeted pitch, offering key spokespeople for interviews.
The targeted pitches and high profile spokespeople created great engagement with media, we secured 19 pieces of coverage over Christian and national media outlets. The campaign’s strong message was simple to communicate and understood by key audiences, and strong brand equity and recognition of Open Doors was able establish the client as a thought leader in supporting the persecuted church.
The strategy opened up new channels of communication that we identified as being most effective in engaging with the audience and provided a clear framework for further campaigns.