THE CHALLENGE

ICON was asked by the NSW Department of Education and Training to help launch an innovative community awareness program called "The Way Ahead" to increase the participation and retention of Aboriginal apprentices and trainees in the workplace.

THE SOLUTION

A major event was held in Sydney to launch the program and attract interest in the initiative among media, business and Aboriginal communities.

A regional roadshow was conducted to reach out to, and bring together, business and Aboriginal communities across regional NSW.

Additionally, a comprehensive media relations program was developed focusing on case studies of employee and employer success stories to highlight the real-life benefits of apprenticeships and traineeships

THE RESULTS

An extensive media relations campaign resulted in a high level of public and media interest in the initiative, highlighted by airtime on almost 40 radio stations, coverage on all three commercial TV networks and more than 80 articles in newspapers and magazines.