The success of the CBAA’s ‘Commit to Community Radio’ campaign has received a CommsCon Award for being one of the best performing communications campaigns of late.
The campaign won ‘best government relations’ category, for the strategy to ensure the future of digital services for the community radio sector. Some 43,000 supporters had signed onto the campaign in the lead up to last year’s federal budget, after the 2012 budget revealed a $1.4 million annual funding shortfall which endangered the future of community digital radio services. Volunteers undertook a range of actions which included sending tens of thousands of emails to then Communications Minister Stephen Conroy and other key politicians.
Stations and broadcasters also lent their support on the airwaves and stars got on board including Goyte, H.G Nelson, John Safran, Paul Kelly and Andrew Denton. In addition the campaign had converted the 43,000 plus supporters and 5,700 Facebook followers into an ongoing and active presence.
A Commit to Community Radio brand, logo, website and key messages were developed as part of a multi-stage campaign incorporating a digital strategy and earned media opportunities with the launch and campaign actions coinciding with the 2013 budget and federal election.
In June 2013 the campaign achieved its objective with the Government pledging the $6 million required for the 2013-2016 period to maintain all current community digital radio services.
See our previous reporting of the campaign here.