Say it Louder

AgriFutures Rural Women’s Awards

Content • Influencer Management • Personal Brand • Public Relations

Country women wear many hats. They’re change makers and tyre changers. Sunscreen police and entrepreneurs. Businesswomen, family CEOs, list makers, aunts, musterers, coffee-drinkers-while-running-for-the-school-busers, fencers, mothers, dirt road drivers, roll up the sleevers, gardeners, volunteers and committee members. Work doesn’t stop at 5pm for most women in the bush, and it’s not just the flickering internet service that poses a challenge. It’s the roos on the side of the road, the limited health resources and the long distances to travel. The ripple effects of drought, flood and fire, whether on the land or not.

The AgriFutures Rural Women’s Award (RWA) acknowledges and elevates the incredible work of these women, providing a platform to amplify their impact. Running for more than two decades, the Award has boosted the exposure of more than 60 like-minded, vibrant women vying to instil change in their communities. Alongside a $10,000 Westpac bursary, each annual state winner is offered mentoring, resources (including a full publicity campaign) professional development and support via its nation-wide network of business and community leaders. It’s a life-changing opportunity for women championing to make a difference locally.

 

OBJECTIVE

Since 2021, RPR&Co. has been working with AgriFutures to elevate the Awards and chronicle the stories of the path-breaking women behind them.

Kicking off every March when the seven state and territory winners are announced, the six-month campaign continues all the way through to the announcement of the National Winner and Runner-up at a dazzling 500-seat dinner at Parliament House, Canberra, in front of The Prime Minister, VIPs, dignitaries, media, and industry leaders. Our goal is advocacy: we set out to elevate, bolster, and support these women, giving them unparalleled PR opportunities they wouldn’t otherwise have. We work closely with the winners to build their personal brand, navigate media, organising professional photo shoots and providing tailored strategic advice to harness their clarity and passion.

HOW

The PR and media strategy for the campaign included several key elements designed to maximise visibility and impact. Tailored media training workshops were provided to all finalists, ensuring they were well-prepared for effective media engagement. Extensive media outreach included press releases, interviews, and feature stories, while influencer marketing and partnerships helped amplify the campaign’s reach. Compelling content was created about the finalists, leveraging both media partnerships and pre-existing paid media collaborations. A spotlight on Westpac’s commitment to supporting female entrepreneurs and regional Australia was also featured. Media coverage was strategically targeted to both regional and national outlets, securing placements in high-profile publications such as The Australian, ABC News Breakfast, Vogue, Country Style, and Australian Women’s Weekly. The campaign, which spanned seven months, involved media engagement before, during, and after the finalist announcement and awards ceremony.

OUTCOMES

To date, the coverage across hundreds of top tier media outlets has been a game-changer for the winners, the publicity helping them spread the word and lay the foundations for their businesses and ventures to thrive. From the new journalists who have attended the awards to the strategic positioning of the media, this increased visibility has not only amplified the influence of the Awards but also enabled Agrifutures to secure greater sponsorship from Westpac, driven by the heightened media attention. As the primary sponsor, Westpac has further solidified its reputation as a key collaborator with regional communities and a champion of trailblazing women.

RESULTS

MEDIA MENTIONS
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ESTIMATED AUDIENCE
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INCREASE IN
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“As the 2022 NT Agrifutures Rural Women’s Award Winner, I was lucky enough to work with Georgie and her team at RPR&Co.. Throughout the experience, they were so professional and eager to help in any way they could. Our charity, RAISEducation, has benefited from incredible media exposure including features in Country Style, Women’s Weekly and the R.M. Williams Outback Magazine. This PR work has significantly boosted our profile and has resulted in donations and partnerships that will greatly enhance our ability to support the education of children living in geographically isolated locations throughout Australia. I’ve had a number of people contact me after the Country Style Magazine article which has led to some really exciting connections and opportunities. A family friend who is a member of Rotary showed people within Rotary the Country Style article and there is now a chance that I’ll be part of the International Convention in Melbourne in May! The Outback Magazine is also going to do a feature story in the next few months which is super exciting! I just wanted you to know that your support has meant a lot. Our organisation wouldn’t be where it is today if it wasn’t for The Regional PR Co.“

KYLIE JONES

2022 RWA NT RURAL WOMEN’S AWARD WINNER

“One of the most powerful parts of my experience after winning the Rural Women’s Award was the incredible media and PR support I received from the team at RPR&Co.

Their attention to detail, their pitches, their contacts, their hustle, and the subsequent media coverage I received completely blew me away, and has led to some incredible opportunities for both myself and for Motherland. I can’t thank them enough.

You will not find a better PR agency to elevate the voices of rural women in Australia.“

STEPH TRETHEWEY

MOTHERLAND – 2023 NATIONAL WINNER

PR COVERAGE HIGHLIGHTS

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