Museum of Australian Democracy: Uncensored Conversations

CHALLENGE

The Museum of Australian Democracy (MoAD) is the first and only museum in Australia dedicated to telling the story of our democracy.  MoAD needed to raise both awareness and visitation levels following its May 2009 launch.

DATA

Research indicated that Australians knew democracy was important but could not express why.

APPROACH

Porter Novelli’s strategy focused on demonstrating the relevance of democracy to Australians in their everyday lives. Our aim was to inspire the target audience to become curious and inquisitive about democracy by sharing the stories of influential Australians who are living examples of our democracy.

To deliver this, we developed Uncensored Conversations, a thought provoking speaker series that saw inspirational Australians share their stories to an open audience at MoAD. Each speaker had done something extraordinary and each story demonstrated the core values of our democracy.

RESULTS

Our solid strategy, creative idea and flawless execution resulted in a contemporary, newsworthy campaign that garnered the support of key opinion leaders, media and consumers. It was named Arts, Entertainment & Media Campaign of the Year at the 2010 Asia Pacific PR Awards.

We achieved more than 90 pieces of quality print, online, TV and radio coverage and 74 million audience impressions. As the most successful MoAD campaign ever, a second Uncensored Conversations series rolled out in 2011.