The work of Wavelength PR

Referring Australian children directly for an MRI

In May 2012 the Federal Government announced that for the first time general practitioners could refer Australian children directly for an MRI, without the critical time delays and additional costs of first referring them to a specialist. They also announced funding for more MRI’s throughout Australia. They were decisions the Royal Australian and New Zealand College of Radiologists had lobbied for and were keen to promote to GP’s, their members and the broader community. We designed their media strategy.

What we did:

  • Built the facts and figures to explain why it was newsworthy;
  • Found a young patient to tell her story about how this access saved her life;
  • Worked with the Children’s Hospital at Westmead to host the media conference;
  • Liaised with the Federal Health Minister for her involvement in the story, including briefing documents;
  • Wrote and disseminated an effective media release;
  • Prepared the College spokespeople and patients for interviews;
  • Prepared film and photographic opportunities for the media;
  • Pitched the media release and managed the conference.

The results:

  • Channel 10 news;
  • SBS news;
  • Daily Telegraph;
  • The Age;
  • Sydney Morning Herald;
  • AAP media and many radio stations;
  • Medical Observer;
  • St George and Sutherland Leader;
  • www.6minutes.com.au