National Venomous Bites and Stings
To help people be prepared for potential encounters with Australia’s venomous creatures over summer, on behalf of our client, We. launched a public education campaign centered on two common concerns: how to avoid being bitten or stung and what to do if you are. The challenge was to strike a balance between raising awareness without fearmongering and while celebrating Australia’s unique wildlife.
As the campaign entered its sixth year, We. needed a fresh, fun approach to engage our target audience — young Australians and their parents. With the National Basketball League being so prominent in Australia and about one-fifth of our target demographic playing basketball, We. partnered with the NBL’s Cairns Taipans (named after one of Australia’s most venomous snakes) to amplify our message. This included earned media, tongue-in-cheek educational videos, and healthcare professional and teacher resources available in 10 languages on National Venomous Bites and Stings Day. We. also featured real Australians sharing their personal stories of being bitten or stung, along with expert first aid advice.
The campaign led to a significant increase in engagement: Media coverage and downloads of the Australian Bites and Stings App doubled year on year, website engagement surged by 78%, and educational material downloads skyrocketed by 7x. Furthermore, 17 collaborations with health, academic and first responder organisations positioned our client as a trusted, long-term partner in public health education related to venomous bites and stings first aid.
“We had great feedback internally and from partners about the creativity, execution and fun of the Cairns Taipans partnership. We really value how We. helps us make first-aid fun, memorable and impactful each year.”
Client feedback
