Challenge

The Parks, a collaboration of eight councils in Western Sydney, faced a critical moment in the lead-up to the 2025 federal election. With the Western Sydney International Airport set to open in 2026 and the region experiencing rapid population and economic growth, the councils needed to secure renewed political and public support for their ten key priorities. These priorities focused on calling for greater infrastructure spending to unlock long-term economic and social potential for the region’s 1.2 million residents.

image of a parkland

Solution

ImpactInstitute delivered a comprehensive, multi-channel communications campaign designed to elevate The Parks’ voice on the national stage. Using its proprietary Beliefonomics™ model, the campaign translated complex policy and infrastructure issues and lifestyle indicator data into compelling, emotionally resonant narratives that would cut through the media noise and engage both the public and decision-makers.

Key elements of the solution included:

Strategic media engagement:

  • Development of a central media release articulating The Parks’ overarching story and key messages
  • Creation of four bespoke media pitches tailored to specific sectors
  • Coordination of a radio day, including pre-recorded audio packages for broadcast
  • Placement of 10 interviews with The Parks Chair, Todd Carney to build credibility and visibility

Content and asset development:

  • Production of an emotive campaign video featuring regional footage, animation, and storytelling to explain The Park’s vision for Western Sydney and the need for greater infrastructure funding
  • Design of infographic assets to visually communicate the ten priority areas across social media and digital platforms
  • Creation of a campaign plan and reporting framework to ensure consistent delivery and performance tracking

Outcome

The campaign successfully amplified The Parks’ advocacy efforts and positioned the region as a national priority.

Key outcomes included:

  • 164 media items published across national, metropolitan, and regional outlets
  • Total audience reach of 10,291,145, significantly boosting awareness of The Parks’ priorities
  • 10 interview placements with The Parks Chair, Todd Carney, enhancing public trust and visibility
  • High-impact coverage in major Australian media including The Daily Telegraph, 2GB, ABC News and ABC National Radio
  • Owned media assets including video and infographics

Other Services

Social Impact Strategy →

Public Relations →

Digital Marketing →

Media Training →