Together with Australian Education Union, we turned the campaign for fully funded public schools into a national conversation, using powerful imagery, bold activations and the real stories of teachers and students to make the issue impossible to ignore.
From refreshing the AEU’s visual library with a dedicated school photoshoot to creating thousands of miniature schoolhouses, a giant storybook and a post box containing 70,000 postcards to the Prime Minister, we developed campaign moments that brought the scale and impact of underfunding to life.
We took the campaign across the country, coordinating activations, roundtables and press conferences in capital cities, while managing an always-on press office spanning media releases, interviews, live crosses and reactive opportunities. When state education ministers joined the AEU in Canberra, we quickly pivoted the media strategy to capitalise on the unprecedented show of solidarity.
The campaign generated more than 3,800 pieces of coverage and a combined potential reach of more than 150 million people, including national broadcast, print, radio and online coverage, helping keep public school funding firmly on the national agenda
We partner with Optus to bring its purpose to life through stories and experiences that matter to Australians – from supporting regional communities and small businesses to building digital resilience, championing inclusion and shaping the future of connectivity.
We’ve helped Optus become a more meaningful partner to Australian businesses through the Business Plus Roadshow and FutureFit digital resilience workshops, taking expert advice, mentors, Tech Grants and practical digital skills to SMBs across the country. We also brought Optus’ regional commitment to life through Raise the Bar, celebrating local heroes and organisations making a difference in their communities.
We’ve built Optus’ authority in digital safety and cybersecurity through Scam Awareness Week, Digital Thumbprint and the announcement of its Cyber Chair, while using real people and local stories to make complex issues accessible. We also developed media and influencer activity around Pride Starts with Yes, helping Optus authentically demonstrate its commitment to inclusion, led communications for Project SWIFT’s sovereign LEO satellite consortium, and developed strategic narratives around Project Kuiper and 40 years of Optus in space.
These campaigns have generated more than 14.7 million in reach, with 124 pieces of Scam Awareness Week coverage and an NPS of 63 for FutureFit.
SOCIETY partnered with That’s it. to support the brand with ongoing media relations efforts in the U.S. market to generate awareness of its clean-label fruit snacks and new product innovations.
We built a culture-led earned media strategy and kicked off our efforts with back-to-school season, sparking conversation around two new innovations, Fruitola Fruit Granola and Fiber Fruit Bars, and the growing importance of protein and fiber for school-aged children. From there, we developed high-impact, data-led narratives, creating opportunities for media and KOLs to sample, review and recommend That’s it. products across key moments like Fall, Better Breakfast Month and Halloween.
In less than six months, we generated 504 pieces of meaningful coverage across outlets including BuzzFeed, Parade, Yahoo!, Good Housekeeping and Real Simple, reaching an estimated 1.5 billion people.
From everyday moments to special seasonal occasions, we partner with Woolworths to bring to life the stories, people and experiences that matter to Australian families.
Through creative PR, influencer partnerships, content and storytelling, we help Woolworths connect with Australians in meaningful ways, celebrating everything from the joy of sharing good food to the little moments that bring communities together.
Whether it’s Woolworths Table, the Bake-Away Van, countless collectible programs or delivering a little extra magic to Christmas and Easter, we’ve created experiences that give Australians more reasons to connect with Woolworths beyond the weekly shop.
Behind the scenes, our production team captures the people and partnerships that make a difference in local communities across Australia. From photography and video to engaging social content, we’ve helped shine a light on Woolworths’ community initiatives and partnerships with organisations like OzHarvest, Foodbank and FareShare and WIRES, sharing the stories of those doing good in their communities. We even shone a light on the importance of pollination, with an award-winning in-store overnight activation.
Together, we turn everyday moments into stories worth sharing, helping Woolworths build stronger connections with Australian families and the communities it operates in.
We partner with Rundle Mall to build awareness, visitation and excitement around some of South Australia’s biggest retail moments – from Black Friday and Christmas through to the Mall’s 50th birthday celebrations. Across each campaign, we use integrated PR, influencer and paid activity to keep the destination front of mind.
For Black Friday, we positioned Rundle Mall as South Australia’s premier destination for deals, experiences and city shopping, combining broadcast-first PR, influencer gifting and targeted paid collaborations. A dedicated media call brought Channels 7, 9, 10 and ABC into the Mall, while real-time content and visual moments helped Rundle Mall dominate the conversation.
Christmas saw the strategy scale across the festive trading period, with multiple media moments, live TV and radio crosses, in-Mall activations and targeted influencer partnerships. We also secured a Channel 7 weather cross on midnight trade and coordinated a Boxing Day photoshoot with The Advertiser to maintain momentum through Boxing Day and into Summer Sales. Across Black Friday and Christmas alone, the campaigns generated a combined reach of more than 5.1 million people.
Alongside the seasonal campaigns, we supported Rundle Mall’s 50th birthday celebrations, generating coverage around the milestone events and securing local talent including Bec Morse, Cosi, The Hon Peter Malinauskas MP and the Lord Mayor of Adelaide. The year-long 50th campaign generated over 100 pieces of coverage reaching over 9.5 million people.
We partner with Blooms The Chemist across communications, content and brand marketing, helping the community-focused communicate with clarity, confidence and a distinct point of view.
When the Australian Government announced changes to the vaping model, we helped Blooms take a clear public position, developing and distributing the CEO’s response and securing national media coverage, including 106 pieces across major news outlets. Coverage from this activity reached more than 5.8 million people, demonstrating the impact of giving Blooms’ values a clear voice in the national conversation.
We also develop B2B marketing collateral for prospective pharmacists and franchisees, from eDMs and brochures to playbooks and presentation decks. Alongside this, we produce Blooms’ Health Plus Magazine on an ongoing basis, managing content writing, image sourcing and design across each digital edition.
We partner with Unilever ANZ across corporate communications, content, social and influencer campaigns, bringing its global purpose to life through stories that connect with employees, consumers and the wider business community.
We also lead Unilever ANZ’s LinkedIn content strategy, developing year-round content and campaigns that showcase the business and its people.
Most recently, we helped announce Unilever’s inaugural EV commercial freight partner, New Energy Transport (NET), and the introduction of a Volvo heavy electric prime mover now running selected deliveries from Unilever’s Ingleburn warehouse to customer sites across Sydney. This is part of the transition to net zero emissions across Unilever’s value chain by 2039.
Across three markets (AU, U.S., UK) with different media landscapes and operating rhythms, SOCIETY helped create a consistent, people-first approach to re-introduce and reignite awareness of Movember and its impact.
We supported local Movember communications teams to expand coverage opportunities in each market, re-educating media about what Movember stands for, especially in the U.S. and UK, and what fundraising efforts help support: men’s mental health, prostate and testicular cancer. We pitched tailored stats and real stories from Movember community ambassadors to local media to secure localised press, while supporting local fundraising efforts to garner attention for the cause.
To build global continuity of assets, we created a global media hub and market-specific content toolkits, giving media a one-stop shop. In the U.S., we strategically shared key insights and findings from Movember’s The Real Face of Men’s Health Report with U.S.-based media and supported the NYC launch event, where Prince Harry was a panelist.
In Australia, we secured Harry Garside as a national ambassador and generated coverage across major media including Sunrise, body+soul and Carrie & Tommy.
Together, the campaign generated a reach of 31 million helped bring Movember’s purpose and the people behind it back into the conversation.
We launched Parëva™ Beauty, an independent, female-founded and science-backed skincare brand, into the competitive U.S. beauty market, building awareness and credibility from the ground up.
We developed the communications strategy and created a launch moment that connected the brand’s science and female leadership with the UN’s International Day of Women and Girls in Science. We supported founder Smitha Rao at the UN Women Assembly, established the Parëva™ Beauty Advocacy Board with a leading New York dermatologist, and hosted an exclusive launch event for top beauty and lifestyle editors and tastemakers.
We kept momentum building through strategic media relations, founder desksides, product seeding, podcast interviews and industry events, securing coverage in Beauty Independant, Forbes, Town & Country, Fashionista and Yahoo!. We also submitted products for key beauty awards, earning a shortlist for the 2025 Beauty Independent Beacon Awards for Best Brand Launch.
The launch and ongoing campaign reached more than 1.1 billion people, establishing Parëva™ as a credible new voice in science-backed beauty.
With a growing competitive tourism landscape, we helped Rydges Hotels & Resorts bring three revitalised properties back to market in Melbourne, North Sydney and Port Macquarie – positioning each as a distinctive travel experience while building excitement around their transformation.
We developed media and influencer strategies tailored to each property, from leveraging Rydges Melbourne’s proximity to the theatre district to showcasing North Sydney’s neww connection to the Metro and proximity to the city and Port Macquarie’s coastal appeal. We hosted immersive familiarisation experiences, bringing media and influencers behind the scenes to experience the hotels, destinations and refreshingly local hospitality firsthand.
For Melbourne, 27 media and influencers embarked on a 24-hour immersive tour, culminating in a gala dinner for 46 guests. In North Sydney, media experienced everything from Wattle Bar + Kitchen to IMAX and Taronga Zoo, while Port Macquarie hosted six media and three influencers to experience the waterfront property.
Across the three launches, we generated a combined potential reach of 39.61 million+, with coverage spanning Australia and New Zealand in leading travel titles including Escape, Explore and Nine News.
