Building profile!

For most New Zealanders, it's difficult even thinking about child sexual abuse, let alone understanding the extent of it and the widespread harm it causes. Good Scoop worked with Handing the Shame Back to build the profile of the organisation’s founder Gloria Masters and to raise awareness about the charity’s mission of preventing child sexual abuse and supporting survivors.

The Challenge:

Most New Zealanders are not aware of the prevalence of Childhood Sexual Abuse (CSA) despite 1 in 3 females and 1 in 5 males in New Zealand experiencing it. It is often an unspoken or uncomfortable topic for many people. Support for survivors of CSA and the prevention of CSA lack the attention and resources needed to address it.

The Opportunity:

To help change mindsets in New Zealand about normalising conversations on CSA through growing awareness about the numbers of CSA survivors and resources available to them plus prevention. To help New Zealanders understand that they can do something to help.

‍Key PR and other opportunities secured included:

• Weekend Herald and New Zealand Herald
• New Zealand Woman’s Weekly
• Newstalk Mornings
• Mediaworks news 
• With key content, including a media release, leveraged across owned and shared channels of the organisation including through social media and websites
• Developed influencer campaign and messaging