Case study: Asthma Foundation NSW

In 2007, Reputation worked pro bono with the Asthma Foundation NSW (AFNSW) to develop the first ever communication strategy used by AFNSW. Reputation’s role extended beyond the development of the initial strategy, going on to inlude the education and mentoring of staff, sharing of knowledge, skills and ideas, and ultimately providing a new approach to communication activities.

Communication activities in the past had been conducted on an ad-hoc basis and were driven by specific events, such as Bubble Day or World Asthma Day, rather than as part of a broader communication strategy.

Other key issues facing the AFNSW included: trying to do too much with limited resources, volunteer and staff fatigue and vying for attention in a crowded ‘charity market’.

The communication strategy is a living document, comprehensive enough to form the basis of all future communication activities, while maintaining flexibility to be opportunistic.

Overall, the communication strategy and mentoring and guidance provided by Reputation has led to:

• Strategic prioritisation of resources
• Improved internal communications in the organisation
• AFNSW becoming a widely used source of asthma information, with both the media and other state based Asthma organisations
• Improved community awareness of Asthma and fundraising efforts
• Government alliances being established

For their work on this campaign, Reputation was a State Winner in the PRIA Golden Target Awards in the Low Cost / Pro Bono category, and achieved a Commended at National level.

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