Making a big media noise for family hearing services in Tasmania
In February 2025, The Shepherd Centre officially opened its new Launceston facility, marking a major milestone in improving access to hearing support services for families across Northern Tasmania. To amplify awareness and engagement around this important expansion, The Shepherd Centre partnered with Bumpp to develop and execute a media campaign that delivered high-impact coverage across TV, radio, print and online media.
The Opportunity
Historically, Tasmania has lacked specialist early intervention services for children with hearing loss, leaving families reliant on telehealth or travelling significant distances for care. The Launceston Centre has filled this gap, ensuring more children can receive the in-person, specialist care they need at a crucial developmental stage and through their school years.
The brief was to ensure this milestone moment received the attention it deserved, highlighting the life-changing impact of the centre, the families who would benefit, and the Federal Government’s role in delivering on its funding commitment, including an official unveiling by The Hon Mark Butler MP, Minister for Health and Aged Care.
The PR Approach
Bumpp developed and executed a media strategy that included:
Remote media coordination: Working closely with The Shepherd Centre’s on-the-ground team at the launch event, Bumpp managed all media remotely, ensuring journalists had access to the right spokespeople, key messaging and event logistics.
Engaging mainstream and hyperlocal media: Crafting tailored pitches that resonated with national outlets like ABC 24, mainstream Tasmanian outlets like WIN News, The Examiner and The Mercury, while also ensuring strong pick-up in hyperlocal Tasmanian media, including LAFM and Chilli FM.
Government media management: Handling requests from Ministerial offices, navigating shifting schedules and ensuring media engagement with Minister Butler.
Localised storytelling: Showcasing compelling real-life case studies from around the area to demonstrate the real impact of The Shepherd Centre’s work on families across Northern Tasmania.
The Results
The campaign secured 37 pieces of media coverage with standout results including:
TV: Featured on ABC 24, WIN News, Sunrise and ABC TV News, with extensive footage from the launch and interviews with Minister Butler, CEO Dr. Aleisha Davis, and impacted families.
Radio: Pre-recorded grabs and long-form interviews on ABC Radio (Launceston and Hobart), LAFM, Chilli FM and 7SD, reinforcing the importance of early intervention and specialist support.
Print and Online: Mainstream stories in The Examiner (Launceston) and The Mercury (Hobart), as well as national coverage in Hearing Practitioner Australia.
Feedback From The Shepherd Centre
"Bumpp’s media approach ensured the Launceston Centre opening had an incredible impact, securing national, state-wide and local coverage that truly told the story of why this new centre is so essential for Tasmanian families. Their ability to coordinate media remotely with our on-the-ground team and craft compelling pitches that engaged different types of media helped make this significant launch a big success."
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