White Ribbon Day is the United Nations International Day for the Elimination of Violence Against Women. Held on November 25 annually, White Ribbon Day is the largest effort in the world of men working to end domestic and family violence.

Lingo PR & Digital was engaged by Australia’s CEO Challenge for three years (from 2010 – 2012) to deliver the Queensland White Ribbon Day program.

Project Deliverables

• Contributing to the state’s White Ribbon Day Queensland steering committee
• Working with QLD Police and other stakeholders to roll out White Ribbon initiatives
• Creation and distribution of regional specific media packs
• Prepare and generate positive PR activity to encourage event registration
• Liaison with selected community groups to profile their events to local media
• Securing Community Service Announcement (CSA) allocations across TV and radio
• Securing and scheduling media interviews for key 2010 speaker, Michael Kaufmann
• Negotiation with key regional media to see White Ribbon Day featured editorial and coverage

Project Outcomes 

• Secured a white ribbon placement program with ribbons worn by all major newsroom TV anchors in Queensland
• A visibility campaign that raised awareness with white ribbon stickers being placed on all emergency services vehicles (the program continues today).
• 2010 campaign coverage achieved – $2, 860, 171 in ASR value
• 2011 campaign coverage achieved  – $1 080 676 in ASR value
• 2012 campaign coverage achieved –  $2 979 292 in ASR value