Jodie Cross - NRL One Community - Case Study – NRL ‘Tackle Bullying’ Campaign
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Jodie Cross - NRL One Community - Case Study – NRL ‘Tackle Bullying’ Campaign

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Jodie Cross delivered the presentation at 2014 Workplace Bullying Conference. ...

Jodie Cross delivered the presentation at 2014 Workplace Bullying Conference.

The Workplace Bullying Conference 2014 focused on the effects of the legislative changes to date and on implementing practical policies and programs for bullying prevention.

For more information about the event, please visit: http://www.informa.com.au/workplacebullyingevent14

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Jodie Cross - NRL One Community - Case Study – NRL ‘Tackle Bullying’ Campaign Jodie Cross - NRL One Community - Case Study – NRL ‘Tackle Bullying’ Campaign Presentation Transcript

  • One Community National Rugby League Jodie Cross Community Relations Manager
  • Our Purpose We provide the platform for Rugby League to deliver powerful social change in the community, with a particular focus on our youth. We are change champions who enrich people’s lives through Rugby League by delivering community programs and providing services and support.
  • Social Outcomes Inspiring the community to be:  Healthy  Active  Self confident  Aspirational  Inclusive  Engaged  Empowered  Team oriented
  • Community, Culture and Diversity Department We provide the platform for Rugby League to deliver powerful social change in the community. We are change champions and agents who enrich people’s lives through Rugby League by delivering community programs and providing services and support. Create and deliver health and education programs Deliver social inclusion programs Provide an education hub and mobile education programs Support & deliver a range of community initiatives & outcomes Lend our voice to key social issues Deliver events Reward and recognise key people in the RL community Players Fans Development Officers Internal staff Partners & Community NRL Clubs Grassroots Board / ARLIC We use the game of Rugby League (including current and former players) to: The Department works with a broad range of Game stakeholders: For the Game: • To give the Game a positive image and profile • To help our partners achieve their goals • To grow our fan and participation base • To make our people better people For the Community: • To meet our community and social responsibility objectives • To use the power of the brand to champion change and achieve real community outcomes We do this to achieve community and Game benefits:
  • Why does the game engage in the community For the community:  To use the power of the brand to champion change and achieve real community outcomes  To meet our community and social responsibility objectives For the game:  To give the game a positive image and profile  To provide our partners with an opportunity to achieve their CSR goals  To grow our fan and participation base  To make our people better people
  • http://www.youtube.com/watch?v=CmPmKBYlWuA
  • 2013 we released the DVD and had great feedback The DVD features NRL Legends Andrew Ryan, Nathan Hindmarsh, Hazem El Masri and Mario Fenech who all inspire students to take action. 2014 we partnership with Australian Catholic University to develop a Teachers Resource aimed at primary and secondary schools Approached by Dr Elizabeth Sealy Wait and a parenting kit was developed and will be released in June
  • NRL Ambassadors were trained along with NRL Players to deliver in the message vi the Community Carnival platform In 2014, Community Carnival focused on the ‘Tackle Bullying’ program with the game-wide initiative reaching a record of more than 306,000 students across Australia, New Zealand, Tonga and Samoa.
  • Power of partnerships Targeted Campaign Reach Objective: To increase direct reach of the Tackle Bullying program messages by at least 85% from the 2013 campaign. Based on the below statistics: • Students: 170,000 • (Based on slightly reduced numbers compared to 2013) Teachers: 12,230 • (Based on current statistics in Australia of an average 13.9 children per teacher) Parents: 190,000 • (Based on Daily Telegraph readership figures: Number of mothers with children under 18) Direct Campaign Target = 372,230 people
  • General Campaign Awareness Objective: To build general awareness of the Tackle Bullying campaign by reaching at least 2 million people nationally by the end of 6-week joint campaign. Based on the below statistics: • Readership of Daily Telegraph Readers (Mon - Sat) = 1.9 million • Students: 170,000 • Teachers: 12,230 • Parents: 190,000 (Included in overall DT Readership Figures) • Social Media: 10,000 followers/contributors General Awareness Target = 2,092,230 Social Media Targets: One Community Stackla: • 10,000 followers • 1,000 photo contributors Promotion Targets • 850 photos shared for the 'Give a Hand' campaign (includes one from each school visited)
  • Thank you