SuperFriend Public Relations

SuperFriend Public Relations

SuperFriend is a unique not-for-profit organisation providing mental health solutions, advocacy and insights to organisations and industries throughout Australia.

SuperFriend engaged The Creative Collective to develop a robust PR plan to increase brand awareness and participation of its mental health services across broader industry, and position the organisation as a thought leader in the mental health sector.

The Creative Collective identified key news-worthy activities and strategically leveraged the release of SuperFriend’s annual ‘Indicators of a Thriving Workplace survey’ – Australia’s largest survey of this kind that presents statistics and responses from 10,000 workers in Australia.

Using a phased approach, The Creative Collective analysed the data and developed two distinct and timely angles to launch to media. Media releases were developed and pitched at separate times to a list of top tier media outlets across key calendar dates, Mental Health Month (phase 1) and Christmas (phase 2).

Leveraging the profiles of key SuperFriend spokespeople and teasing journalists ahead of the launches were tactics that enables us to successfully generated strong media coverage, despite the media space being cluttered.


  • Nearly 1.5 million Australians were reach through online, print and radio coverage.
  • 11 coverage opportunities were secured across a range of traditional and industry media outlets.
  • Achieved spokesperson interviews on national radio including, ABC Radio National and Triple M.
  • Media coverage achieved 100% positive sentiment.

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