Whitinga ora pēpi PR campaign

Summary

Whitinga ora pēpi is New Zealand’s first-ever neonatal transitional care unit, providing support and wrap-around care to families and babies who are born prematurely or late-pre term and aren’t ready to be discharged from hospital. The establishment of the unit was made possible by the Starship Foundation’s Five Star Partner Barfoot & Thompson who exclusively funded all equipment and furnishings. I planned and led a multi-channel PR campaign to raise awareness of the unit and secure positive media coverage of Barfoot & Thompson’s sponsorship.

Results

Earned coverage was secured across print, radio, television and online spanning national, Māori, Pacific and industry media, with our sponsor Barfoot & Thompson receiving more than 10 mentions.

This was supported by coverage across Starship Foundation and Health NZ/Te Whatu Ora owned channels culminating in a total combined reach of more than half a million.

Feature article in Kaitiaki - the New Zealand Nursing Organisation's online journal.

Newshub coverage interviewing the unit's Co-Charge Midwife and a mother who stayed in the unit with her newborn baby.

Woman's Weekly interview with parents of prematurely born twins who were cared for in the unit.

Radio New Zealand interview with
Co-Charge Midwife.

Interview with Co-Charge Midwife on Te Ao Tapatahi.

Interview on Pacific Mornings with parents who spent time in the unit with their baby. Also streamed to Facebook.

Original media release republished to OHBaby!

I also led the production of a video which was published to the Starship Foundation website plus cut into smaller clips for social media.

B-roll from this video was shared with Newshub to supplement their coverage.

I planned and wrote the copy for a series of social media posts about the unit which were shared across Starship Foundation and Barfoot & Thompson channels, including Instagram, Facebook and LinkedIn.

I engaged with our network to share posts about the unit, including KEA (Kiwi Expats Abroad) and Te Whatu Ora Te Toka Tumai Auckland - reaching further audiences beyond our own.