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House of Kitch Communications credentials
- 1. MAKING HEALTHY IDEAS HAPPEN CREDENTIALS
- 4. Understand the objectives, issues and opportunities. Behaviour change goals, models, strategy and design. Flexible frameworks and practical tools to drive delivery and business objectives. Determine metrics and evaluation methodology from outset. Acquire strategic insights from data, research and evidence. Strategy is data and insight led, and evidence based. Make complex simple. Integrated multi-channel approach utilising relevant touchpoints. Build in feedback loops and data analysis for continuous improvement. Understand your audiences, their needs and perceptions. User journey along behaviour change pathway. Bring audiences and stakeholders on journey. Drive societal change. Reinforce and reward behaviour change. Environment, stakeholder and competitor analysis Support and influence on journey. Upskill and support staff to deliver and adapt approach INSIGHT & AUDIENCE CENTRED APPROACH STRATEGIC INSIGHT EVIDENCE LED STRATEGY DELIVERY & EXECUTION MONITORING & EVALUATION
- 5. System 1: • Automatic, fast, entrenched, habitual behaviours • Responsible for 95% of our decisions • Greater influences on longer term behaviour System 2: • Reflective, slow, conscious, rational planned behaviour • Responsible for 5% of our decisions • Can influence short term behaviour; unlikely to influence longer term on its own B. Behaviour change is enhanced by tools that increase efficacy & reinforced by social environment A. Use emotional stir up to make System 2 want to change. Use the heart to speak to the head; engaging the brain in an active learning process. DUAL PROCESS THEORY BEHAVIOUR CHANGE APPROACH Based on Kahneman, 2002 C. Feedback loop as attitudes and beliefs are reformed and behaviours change
- 8. OUR EXPERTISE Samara Kitchener is a multi-award winning strategic communications specialist with a passion for delivering large scale digitally integrated campaigns. With 15+ years senior communications and engagement experience working across government, food and health sectors, Samara has deep expertise in integrated campaigns planning and executing across paid, owned and earned channels. Samara heads the Bicycle NSW Board Diversity Committee and is a NSW Councilor, Public Relations Institute of Australia. Before consulting, Samara was Strategic Advisor Communications and Engagement with NSW Health where she drove multi-stakeholder communications on preventive health, including overweight and obesity, tobacco, HIV, STIs and hepatitis. Samara was also Director Communications with the NSW Food Authority where she led communication strategies, digital channels, crisis communications and education campaigns. Samara has worked collaboratively with key influencers in including federal and state government departments, primary industry bodies, academic experts, the Australian Medical Association, RACGP, Cancer Council, and Heart Foundation. Samara has also worked as an advisor to the World Health Organisation. Samara Kitchener, Founder & Director MBA, Australian Graduate School of Management, UNSW Bachelor of Applied Science (Hons), UNSW
- 9. OUR CLIENTS
- 11. CASE STUDY: AUSTRALIA’S FIRST HIV TESTING POP UP Results: • 34% increase in HIV testing in inner Sydney • Over 4 million media impressions • Extensive social media coverage (Twitter reach 549,000). • Campaign won CommsCon and PRIA Golden Target Awards.
- 12. 12 CASE STUDY: HIV TESTING WEEK
- 13. CASE STUDY: MAKE HEALTHY NORMAL
- 14. CASE STUDY: SYDNEY TAP WATER REPOSITIONING Business challenge: To Convert Bottle water drinkers to Tap • 40% of people living in greater Sydney mainly drink bottled or pre-treated water rather than tap water. • Water quality is the most important driver of choice. People choose bottled water as they believe it is a better source of hydration. • Environmental concerns are not high on the agenda, personal wellness has surpassed environmental wellness Strategic approach • Reframe Sydney Water by building a story using the language and imagery usurped by bottled water. • Water has moved beyond a thirst quencher to a substance that maintains overall wellbeing. • The culture of hydration dominates water choice. The strategy revolves around Sydney Water embracing the culture of hydration. • The aim is to inspire behaviour change with consumers through a structure of consistent messaging and brand reinforcement • The central brand promise became: Sydney Water your best source of hydration. • Branding is represented by fresh, natural, filtered and pure – in everything from words to imagery to action. • The strategy will be executed across a number of pillars that will reinforce Sydney Water as the best source of hydration. Central to this is Sydney Water being the Hydration Partner for Cricket NSW. The hydration messaging is carried through all touchpoints and programs such as Tap, education, media, and engagement. Positioning, messaging and multi-channel approach
- 15. 15 CASE STUDY: SPORTS COLLABORATION- EAT RIGHT AFTER SPORT
- 16. CASE STUDY: 8700 KILOJOULE CAMPAIGN Results: • Improved kilojoule awareness (from 19 to 35%) • People ordering on average 519 kJ less at each purchase • Numerous awards including Public Relations Institute Golden Target, Australian Mobile and ADMA awards • App had over 280,000 downloads.
- 17. STAY IN TOUCH….. 0412662308 www.houseofkitch.com.au samara@houseofkitch.com.au