Gynaecological Awareness Information Network (GAIN) is a community based organisation made up of dedicated women who have endured the trauma of being diagnosed and treated for gynaecological conditions. It was founded by Kath Mazzella who, after enduring a life-threatening cancer became determined to change the perceptions of gynaecological conditions for women worldwide, and to ensure that women affected by gynaecological conditions were not left feeling alienated and isolated. She formed GAIN as a platform for women to share their experiences and promote gynaecological health.

In previous years, GAIN had managed their own publicity but it was unsuccessful in achieving results in mainstream media. In 2006 the launch of a new anti-cervical cancer vaccine, Gardisil, was developed by Australian of the Year, Professor Ian Frazer. This marked an important breakthrough in gynaecological health and Polkadot PR was hired to expose the new vaccine and increase the profile of GAIN and their members.

How we joined the dots . . .

Our PR campaign aimed to:

• Increase community awareness of women’s gynaecological issues, especially via print media.
• Provide information to empower individuals to develop responsibility towards gynaecological health.
• Promote the importance of a proactive approach to gynaecological health.
• Publicise preventative gynaecological health activities and attitudes.
• Strengthen the positive impact on the psychosocial outcomes of gynaecological issues.
• Educate women and their daughters to dismiss the stigmas surrounding gynaecological issues.

Cosmopolitan September 2006 Page 46	New Idea 26th August 2006 Page 78-79	That's Life 13 September 2006 Page 42-43

How we hit the spot . . .

All objectives were achieved. Polkadot PR tapped into the target audiences securing editorial across a variety of titles to convey the important messages surrounding gynaecological issues. During our month-long campaign, GAIN attained exposure in publications including the Daily Telegraph, Cosmopolitan, Dolly, Family Circle, New Idea, New Woman, Sunday Telegraph, Take 5 and That’s Life. This sort of exposure is beyond the financial capacity of most companies, let alone a not-for-profit organisation.

During this campaign approximately 8,500,000 were reached (based on industry readership figures).

For more information about GAIN visit www.gain.org.au

“The GAIN committee were extremely pleased and impressed with the results that you achieved for us – in particular with the national women’s magazines, an area that we have been trying (with limited success) to gain a presence in over the past few years. We are really thrilled with the coverage you secured across a number of different publications and the energy, enthusiasm, and professionalism with which you approached the campaign,”
Natalie Jenkins, Chairperson, GAIN.

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