St Vincent de Paul Society Northern Territory

Assisting Vinnies NT to elevate its profile

With the Northern Territory experiencing homelessness rates 12 times the national average, securing compelling and strategic media coverage has been crucial in driving attention to the urgent need for action. Our collaborative, ongoing partnership focuses on developing and executing a proactive media relations plan: positioning Vinnies NT as a leader in delivering tangible support to address critical social issues, while raising awareness of its vital services, such as Ozanam House – a Darwin-based homeless accommodation and resource centre.

A key outcome of our media relations support in 2024 was working with Special Broadcasting Service (SBS) Australia to produce a compelling print and TV story on the homelessness crisis, Ozanam House, and Vinnies’ urgent need for further support.

In addition to extensive proactive and reactive media relations, Rowland also provides Vinnies NT with issues management, stakeholder engagement, media training, and social media management support. Key objectives of our comprehensive social media strategy include boosting online engagement, donations, and volunteer recruitment; aligning with Vinnies NT’s strategic priorities; highlighting fundraising appeals, community initiatives, volunteer spotlights, and partnerships; reinforcing its brand pillars; and expanding its digital footprint.

This has resulted in boosting Vinnies NT’s social media reach by 187%, increasing click-throughs by 169% and content interactions by 64%, further enhancing the organisation’s digital presence and community reach. 

Working closely with Vinnies NT’s leadership team, Rowland has supported the organisation’s key media priorities, including raising awareness of homelessness and the ongoing housing crisis, and promotion of annual appeals such as the CEO Sleepout^® and Christmas Hamper Appeal.