Cracks in the Ice

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online toolkit

Cracks in the Ice

The University of New South Wales (UNSW) were funded by the Department of Health to engage in promotional activities to increase the awareness of their Cracks In The Ice free online toolkit. Cracks in the Ice is an online toolkit providing trusted, evidence-based, and up-to-date information and resources about crystal methamphetamine (‘ice’) for the Australian community. It was developed in response to the Final Report of the National Ice Taskforce which was established in 2015 by the Australian Government to provide advice on the impacts of ice in Australia.

Cracks in the Ice is supported by funding from the Australian Government Department of Health and was developed by the Matilda Centre for Research in Mental Health and Substance Use at the University of Sydney(formerly known as the NHMRC Centre of Research Excellence in Mental Health and Substance Use at the University of New South Wales).

The online toolkit provides trusted, evidence-based, and up-to-date information and resources about crystal methamphetamine (ice) for the Australian community and was developed by researchers in collaboration with community members across Australia.

We undertook a range of social media, SEO and search engine marketing activities to direct more people to the website to utilise the free information and resources available within the online toolkit.

Our engagement only ended because Government funding finished.

Key results included:

  • Significantly building the awareness of Cracks in the Ice nationwide (evident by demographics on Facebook + website)
  • Achieving a total of almost 2000 people completing the online quiz over the campaign
  • Increasing social media traffic to the website from 134 to a high of 2600 uniques per month
  • Over 20,000 people clicking the Facebook Ads and 600+ people completing valuable actions on the website like downloading PPTs and PDFs, submitting order forms, engaging with the quizzes and more.
  • Decreased bounce rate from 73% to 67% and was trending down at the end of our engagement goal conversion rate steadily improved from 0.42 – 8.9% (industry average is 5%)
  • Doubled Facebook community – from 647 – 1526 over the period

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City of Newcastle
Cracks in the Ice
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Cherbourg Aboriginal Shire Council
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Toowoomba Regional Council
Sunshine Coast Council

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