CHALLENGE: Sefiani was invited to be the pro bono PR partner to launch Women For Election’s new integrated campaign calling for more female representation in Australian government at all levels, ‘Power Like You’ve Never Seen’. Our task was to help increase awareness of WFE, drive coverage of the campaign’s core messages, and raise the profile of its CEO Licia Heath. Ultimately, our goal: to help WFE’s mission: supporting women to run for office and become the next generation of Australian political leaders.
STRATEGY: Sefiani worked closely alongside each of the collaborating agencies on the campaign, including creative agency BMF and THE BR&ND CO., Havas Media, Apparent, and Fifty5Five, to develop the campaign’s core messages and call to action. Our team developed a multi-phase PR plan to lay the groundwork for the campaign’s by articulating the issues associated with a lack of female leadership in politics and Australia’s sentiment towards this (Phase 1) and to launch the campaign itself, calling on Australians to support women in government (Phase 2).
IMPACT: Sefiani’s outreach led to over 750 positive pieces of coverage for both phase 1 and 2 – totalling a potential reach of 82 million Australians. We gained support from political figures such as Tanya Plibersek and a meeting with Dominic Perrottet. But ultimately the largest result we saw by far was Australia voted for change in the Federal Election. For the first time in Australian history, 58 women were elected to positions of power. Of the 45 WFE graduates that ran, five were elected. Licia Heath, CEO of WFE stated, “45 women changed the conversation in each of their electorates!”