weber-shandwick-online-spec_685x225px_2THE GOLD STANDARD AWARD
FOR NGO ENGAGEMENT

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THE WINNER: The Chamber of Commerce and Industry of Western Australia: Ice Land WA Workplaces Fight Deadly Drug

Award Sponsored By:

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When an increase in calls to its helpline signalled a growing problem in the workplace with the highly addictive drug methamphetamine, the Chamber of Commerce and Industry of Western Australia launched a high-profile campaign to help businesses and employees fight the scourge.

At the heart of the campaign was an in-depth investigation into methamphetamine, or “ice”, that ran in a special edition of its monthly magazine, Business Pulse.

Influential stakeholders were brought on board to champion the Ice Land campaign, notably Fortescue Metals Group CEO Nev Power and Federal Justice and Customs Minister Michael Keenan, who penned a column in which he described ice as a “mind-eating drug” used by 2.3 per cent of the Australian workforce in the previous 12 months.

Crucially, a coverage deal was reached with Seven West Media, the largest media outlet in Western Australia, to spread the message wider. The quality of the reporting and the importance of the issue ensured that the story ran on the front page of The West Australian and on Seven News.

At the same time, the CCIWA ran with the campaign on its digital channels and social media platforms using an ebook, blogs, emails to members and posts on Facebook, Twitter and LinkedIn.

In addition to providing support for business owners on how to identify and manage ice at work, the campaign also detailed the assistance available to individuals fighting addiction.

The issue dominated radio talk shows and the initial coverage generated additional media attention across the country, taking the message to a large, new audience.

It became a debating point in the Federal Election, and politicians have indicated their support for legislative and regulatory reform to help businesses disrupt the distribution of ice.

The national business group, the Australian Chamber of Commerce and Industry, has announced it will run a national campaign on the issue using CCIWA’s concept and material.

The award was presented to CCIWA’s Brad Hodson by Baxter Jolly, CEO, Asia Pacific, of Weber Shandwick at a gala reception in Hong Kong on December 1


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Weber Shandwick is a leading global communications and engagement firm in 78 cities across 34 countries with a network extending to 126 cities in 81 countries. The firm’s diverse team of strategists, analysts, producers, designers, developers and campaign activators has won the most prestigious awards in the world for innovative, creative approaches and impactful work, including being honored as PRWeek’s Global Agency of the Year in 2015 and 2016, an Ad Age A-List Agency in 2014 and 2015, and The Holmes Report’s Global Agency of the Year in 2010, 2012, 2014 and 2015.

Weber Shandwick and its Prime unit have won a combined 25 Cannes Lions since 2009. Weber Shandwick was also named a Best Place to Work by Ad Age in 2014 and 2015 and PRWeek in 2013 and 2014. In addition Weber Shandwick was named The Holmes Report’s Asia Pacific Consultancy of the Year 2014, Mumbrella’s Asia Pacific PR Network of the Year 2014 and 2015 as well as the ICCO Regional Network of the Year Asia Pacific in 2015. The firm deploys deep expertise across sectors and specialty areas, including consumer marketing, corporate reputation, healthcare, technology, public affairs, financial services, corporate social responsibility, financial communications and crisis management, using proprietary social, digital and analytics methodologies. Weber Shandwick is part of the Interpublic Group (NYSE: IPG).

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