The Truth Campaign - CAPS
Client: Community and Pharmacy Support Campaign
PR Lead - Amanda Lacey and Freddie Fletcher
The Truth Campaign
Economist Henry Ergas AO estimated that the Australian Government’s 60-day dispensing policy (60DD) would result in the pharmacy industry suffering a $4,500,000,000 loss in the first four years of its implementation.
The Community and Pharmacy Support Group (CAPS), composed of pharmacists across Australia, united against 60DD, looking to draw attention to their belief that the policy had a disproportionate impact on independent pharmacies.
CAPS engaged Popcom to assist in voicing their concerns on a wider platform. We highlighted the lack of consultation with pharmacy bodies in the development of 60DD, which would lead to revenue loss, staff hour cuts (pharmacy has a high percentage of female employees), reduction of free services, and price increases across the industry.
Our Approach
The concerns around 60DD were widespread and the issue was primarily political. This meant that it was important to unify CAPS members and engage prominent politicians at both a state and federal level to affiliate with the campaign.
Rallies were held in Sydney and Canberra, with attendances of 1,800 and 4,000 pharmacists, patients, and politicians respectively.
Both events generated strong media coverage and a high level of engagement.
Results
The campaign dominated news headlines and directly led to the Pharmacy Guild and Australian Government initiating early negotiations for the 8th Community Pharmacy Agreement. Health Minister Mark Butler conceded the damage of his policy, bringing forward negotiations by one year.
“I've taken the view and I've heard the soundings from the Pharmacy Guild that we need to deliver that business certainty to pharmacies sooner than that." - Mark Butler MP
The Sydney and Canberra rallies made enough noise in the media to facilitate media interviews, TV coverage, radio coverage, social media coverage, and fierce political discourse.
The Truth Campaign is a 2024 Mumbrella CommsCon finalist for Best Media Relations-Led Campaign of the year.
For more information please contact Amanda@popcom.com.au