Case Study: Department of Infrastructure, Transport, Regional Development and Local Government

Advanced screening technologies, including body scanners, were trialled at three Australian airports between 15 October and 28 November 2008.

Reputation was engaged by the Office of Transport Security (OTS), the Department of Infrastructure, Transport, Regional Development and Local Government, three months before the trials to develop and implement a communication strategy.

Overseas experience had highlighted the potential for fiery opposition to body scanners and caused an extensive debate in the media and online.

Recognising the potential for similar controversy in Australia, Reputation developed a set of detailed strategies that enabled the Department to handle any eventuality. These included a communication and stakeholder engagement strategy, and specific media, issues management and marketing strategies – that were then distilled into a comprehensive Road Map to ensure successful implementation.

Reputation’s strategic approach in anticipating and minimising hot issues helped the Department achieve significant volunteer involvement and broad public acceptance of the technology trials, and ensured the trials achieved a ‘good run’ in the media.

For their work on this campaign, Reputation won a 2009 PRIA Golden Target Award in the Government Sponsored Campaigns category for NSW and achieved a Commended at National level.  Reputation also won a Sabre Award in the Public Sector category and received a Sabre Award Certificate of Excellence in the Public Affairs/Issues Management category in 2009.

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