Paintback

Media Relations / PR Strategy and Campaigns / Stakeholder Relations

Project: Paintback: 5th anniversary campaign

 

Challenge

Paintback is Australia’s only industry-led paint stewardship scheme that takes unwanted paint and packaging and responsibly disposes of it, diverting it from landfill and vital waterways.

 

In March 2021, Paintback engaged Truth to develop and implement an integrated public relations strategy to mark their 5th anniversary milestone. The campaign focused on thanking partners, councils, companies, research institutions and other key stakeholders who collaborated with Paintback to make the last five years a success.

 

Solution

Truth developed a comprehensive PR plan that hinged on a targeted media and stakeholder approach for Paintback’s 5th anniversary

 

Truth’s multi-faceted approach was executed through an impactful mix of media relations, stakeholder engagement, content development and digital communications advice.

 

The aim of the media relations component was to amplify the 5th anniversary messages, raising public awareness of the Paintback scheme, the importance of the circular economy and the crucial role Paintback plays as the nation’s only industry-led paint stewardship scheme.

 

The media campaign comprised eight pillars: print, science and environment press, TV news, breakfast TV, metro radio, regional press, general news services and trade press.

 

Stakeholder engagement was another key element of executing the Paintback 5th anniversary campaign. Local councils, peak bodies and industry leaders were targeted as the foundation for awareness-raising and reaching communities across Australia.

 

Key aspects included:

 

  • A refreshed narrative and key messages
  • 11-minute video news release for news outlets to compile their own reportage
  • Audio news release
  • State-specific media kits for national and regional audiences
  • Comprehensive stakeholder toolkit, including a suite of 5th anniversary Paintback branded assets
  • Direct liaison with key stakeholders to help promote the Paintback scheme, including:
    • Councils – to reinforce the value of using the Paintback scheme to DIY painters
    • Peak bodies, including Master Painters – reinforcing the value of Paintback as a tool for trade painters
    • Industry leaders, such as Cleanaway and Toxfree

 

Outcomes

Through extensive media outreach, Truth achieved an earned audience reach of more than 7 million, with an estimated editorial value of almost $500,000.

 

Truth also secured 124 Paintback media stories nationally across television, radio, digital and print including a two-minute piece on Channel 10 news nationally, the Herald Sun, WIN TV and extensive ABC regional radio coverage.

 

Almost 60 Paintback-branded assets were shared by 36 stakeholders (32 being local councils) covering a total of 52 Paintback collection locations. The estimated audience reach for stakeholder engagement was over 500,000.