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About Advocate PR
Advocating for Spinraza to be listed on the PBS
Powerful media coverage can drive meaningful change in the
real world.
This article in The Leader was part of a targeted media strategy to spotlight the urgent need for access to Spinraza – a life-changing treatment for people living with spinal muscular atrophy (SMA).
What we did:
- Worked closely with families, advocacy groups, and medical experts to share personal stories.
- Engaged national media outlets to amplify the community’s voice.
- Secured prime placement in The Leader to reach key decision-makers
The outcome:
- Following sustained public pressure and strategic media attention, Spinraza was added to the Pharmaceutical Benefits Scheme (PBS) – giving affected families nationwide affordable access to the treatment they desperately needed.
This is the power of advocacy journalism in action.
Advocating for farmers and veterans
Local stories can power national impact.
This feature in the Seymour Telegraph helped shine a spotlight on the Coo-Wee Ride – a grassroots cycling initiative raising vital funds and awareness for farmers facing drought and floods, and veterans living with PTSD and depression.
What we did:
- Shared the powerful story of Matt Aldridge, a farmer turned fundraiser, who rode 1,000km from Adelaide to Wodonga.
- Framed the narrative around mental health, natural disasters, and rural resilience to resonate with local and national audiences.
- Highlighted the growing success of the ride, with over $50,000 raised by 2019 and increasing year-on-year support.
The outcome:
- The media exposure boosted local turnout and sponsorship for the event.
- Helped secure ongoing interest from community groups, including RSLs and rural mental health advocates.
- Positioned the Coo-Wee Ride as a trusted grassroots campaign that continues to gain momentum and change lives.
This is how strategic storytelling turns a ride into a movement
Putting cancer back on the agenda
When sporting headlines carry a life-saving message.
This Herald Sun front page spotlighted North Melbourne AFL player Ben Cunnington’s personal battle with testicular cancer — and how a routine drug test led to a diagnosis that saved his life.
What we did:
- Worked with Ben and his club to shape a deeply personal narrative into a clear message for men’s health.
- Secured exclusive placement and timing to maximise media visibility during summer screening campaigns.
- Framed the story around early detection and routine health checks — using sport as a vehicle to reach at-risk men.
The outcome:
- Front-page national media exposure sparked widespread public and media discussion about men’s health.
- Reinforced the critical message that early detection saves lives, encouraging men to act on warning signs.
- Helped reduce stigma around testicular cancer through relatable storytelling from a public figure.
This is how real stories, trusted messengers, and strategic media can come together to influence life-saving behaviour.