ABSTRACT
OBJECTIVE: To assess the extent of partnerships established by the Act-Belong-Commit campaign in the six intervention towns in the first 12 months, from October 2005 to September 2006, and the exposure achieved. METHODS: In each town, data were collated on media exposure, partnerships established and co-branding of community-based events and activities under the Act-Belong-Commit banner. RESULTS: In the first 12 months, four press advertisements were developed and placed twice a month in a local newspaper in each town. The total coverage area was 45,350 cm2, with a media buy of $63,000. The campaign generated a total of 124 campaign-related press articles in these local newspapers (27,529 cm2), equating to approximately $38,000 worth of paid media in terms of coverage area (cm2). In total, 59 major partnerships were established, holding 115 co-branded community events and activities. The campaign attracted 21 sponsorships for partners, totalling approximately $250,000. CONCLUSIONS: The partnerships with community organisations facilitated the co-branding of events and activities, which provided opportunities for individuals to act-belong-commit. The campaign officers were successful in forming ongoing partnerships in each of the towns, as partners believed the campaign offered them significant benefits for their co-operation. The campaign officers were instrumental in securing sponsorships of community events and activities. A substantial amount of unpaid media was generated.
