2012/2013 Annual Report

Thanks to our partnership with The Sunday Times and PerthNow, we have been able to reach a wider audience,
receiving advertising space in The Sunday Times and coverage through the PerthNow.com.au website. Sunday Times
photographers have also been present at our functions throughout the year and provided plenty of support during the
RAC Freeway Bike Hike for Asthma again in 2013.
Significant media exposure was also gained through our mass media campaign, which was an 8 week campaign aired
on Channel 7 and in The West Australian. This
campaign was made possible thanks to the
wonderful people at the Channel 7 Telethon
Trust, Steve Mummery and his team, as well
as Ron Samuel and his team from Cooch
Creative. The campaign was centred around
a “call to action” to the parents of children
with asthma, prompting them to be aware of
their child’s asthma symptoms and visit their
GP to get a written Asthma Action Plan to
ensure their asthma remained under control.
With thanks to the support of Julia Zivanovic
from Know L’Edge, we were able to gain
relevant data and feedback from pre and
post campaign research and the results were
extremely encouraging. There were plenty of
outcomes from the research, however I have outlined the key result area for the Foundation below:
Key messages taken were:
− You can control and manage asthma - 89%
− Get an Asthma Action Plan from your GP - 70%
− Improve your child’s enjoyment of life - 66%
Exposure:
− Print ad - 60% had seen the Asthma Foundation WA ad before the day of the survey
− TV commercial - 59% had seen the tv commercial before the day of the survey
Increased interest in:
− Observing my child for signs of asthma symptoms - 55%
− Visiting the website controllingasthma.org.au - 17%
− Downloading information from controllingasthma.org.au - 14%
− Booking an appointment with my child’s GP through the website - 7%
− Visiting my child’s GP to develop an Asthma Action Plan - 11%
− Phoning the 1800 number - 4%
Likelihood of actions being taken:
− Go to the website www.controllingasthma.org.au - 32%
− Use the online booking service to book an appointment with your child’s GP - 9%
− Getting an Asthma Action Plan from my GP for my child - 22%
The Foundation has increased its activity on social media over the past year, with a Facebook
following of 835 people. The AsthmaWA Twitter account has also been very active, with
552 followers from whom we have received plenty of support. If you haven’t done so
already, I encourage you to join up to our Facebook and Twitter accounts to stay up to
date with Foundation activities, as well as research updates and asthma information.
The next 12 months is promising to deliver even more exciting opportunities for the
Foundation to build our profile in the WA community and I look forward to continuing to
play my role in supporting people with asthma.
Bec Daniels
Marketing and Communications Manager