Queensland Meals on Wheels

Meals on Wheels award-winning awareness campaign

Client brief

Queensland Meals on Wheels Inc. (QMOW) is an iconic nonprofit organisation that relies on the generosity of its volunteers to serve 2.4 million meals per year to more than 10,000 clients across the state. Confronted with record petrol prices during 2008, many of its volunteers indicated they would be forced to cut back their driving for Meals on Wheels.  

This prompted QMOW to consider a media campaign designed to raise awareness of the problem and identify potential sponsors or additional sources of funding that could be used to support volunteers.

Our work

Cole Lawson Communications worked with QMOW to develop a research-based campaign designed to raise awareness of the financial hardships confronting their volunteers. With the goal of securing additional funding for QMOW, Cole Lawson engaged in a number of tactics including:

  • creating, implementing and analysing a survey that was undertaken by 450 QMOW stakeholders
  • delivering our media training program to QMOW's spokespeople
  • running a brief but comprehensive media campaign that drew attention to the research findings and the financial plight of QMOW volunteers
  • writing direct requests to sponsors and government.

Outcomes

Within a week of the media element of the campaign being launched, Cole Lawson helped QMOW to secure additional funding of close to $1 million from the Queensland Government.

The media relations campaign undertaken by Cole Lawson also helped Queensland Meals on Wheels raise public awareness of the services it provides and the valuable support provided by volunteers. 

Our campaign to draw attention to the financial hardships being faced by Queensland Meals on Wheels volunteers, and to raise additional funds for QMOW, is an example of public affairs communication at its best.

This campaign was awarded the Public Relations Institute of Australia's highest award for public affairs in 2009: the national Golden Target Award.