CHAIR:  Lydia Buchtmann, Communications Director (Karine Mac Marketing Director May 2018 to October 2018)

4.1.  2018-19 GOALS

GOAL 1. To conduct a successful 2018 Australian Food Safety Week and summer campaign subject to level of funding available.

4.2.  REPORT

With the resignation of the new Marketing Director, the marketing role has been absorbed into the Communication Committee

GOAL 1. To conduct a successful 2018 Australian Food Safety Week and summer campaign subject to level of funding available.

The theme for Australian Food Safety Week 2018 was ‘Food poisoning – take it seriously’ with a specific focus on Listeria education. The target audience were vulnerable groups (elderly, pregnant women and immune compromised) and the primary messages were that our Omnipoll research found 1 in 3 Australian households have someone at risk of listeria risk plus listing the foods to avoid.  We also had a secondary message in the re-run 2017 TV CSA as we did not have sponsorship to make a new one: Purchase a meat thermometer or use the one you have. Cook riskier foods (poultry, minced rolled products, egg dishes and reheated leftovers) to 75°C

Media coverage (previous year’s numbers in brackets)

  • 81 (70) radio items audience 74,000 (607,774)
  • 4 (28) press items audience 118,137 (32,000)
  • 44 TV items audience 213,000 (0)
  • 5 online items audience 215,147 (n/a)

Total audience 620,284 (639,774)

Radio and TV spots

  • Our TV community service announcement about meat thermometers was screened 1,133 times
  • Our 2 radio announcements about Listeria and 2 about indigenous food safety were aired 21,280 times on 371 radio stations in metro markets and 20,931 times on 369 regional and indigenous stations.
  • The total TV and radio coverage would be worth $1,026,939 had they been purchased. The radio spots were sponsored for $5,500 by FSANZ.
  • Our YouTube video on safe cooking temperatures and FSANZ’s video about Listeria were shown in 5,300 GP surgeries by Tonic Health Media at no charge reaching an audience of 15 million a month creating $175,527 media value if purchased

Christmas and summer entertaining campaign (previous year’s numbers in brackets)

  • Press – 20 items, audience 50,334 (79,044)
  • Radio items – 77 on ABC (not all have audience ratings) 22 items on commercial radio total audience 1,104,700 (38,000)
  • TV – 0 items (154,000)

Total audience 1,155,034 (271,044)

Back to work and School lunchboxes

  • Radio – 77 items, audience 245,000
  • Magazine – 1 article, audience 30,258

Total 275,258


Omnipoll research found a 14% increase in Listeria awareness among pregnant women and a 1% increase with the elderly after the campaign, however recognition dropped amongst the immune compromised showing a need for further educational work.

In addition to the Australian Food Safety Week and Summer campaign media releases were issued during the year 4 smaller campaigns were developed around calendar events during the year.

  • July 2018 Plastic bag ban – 1 radio, 5 press, 231,249 audience
  • March 2019 Deathcap mushrooms – 12 press, 1 TV, 103,906 audience
  • April Norovirus/handwashing 1 radio
  • May Democracy sausage and cake stall fundraiser food safety

Media enquiries

As well as media coverage generated by our media releases, the majority of our media coverage comes from the media approaching us for expert advice. Subjects have included:

  • July 2018 frozen veg risk – 2 radio, audience 287,000
  • July 2018 food poisoning causes – 2 press, 114,000 audience
  • September 2019 Today show TV audience recalls 264,000
  • January 2019 Food safety myths ABC – online audience 192,2000
  • February 2019 Selling food on Facebook marketplace – 50 radio, 162,300 audience
  • February 2019 Chicken safety – 1 press, audience 91,711
  • May 2019 fridge v pantry storage – press 10 items, audience 274,522

























Our greatest media audience is through radio (mostly ABC), followed by press, online media and TV.

Social media

  • Our website has 900 unique users a day, most first-time visits and health conscious under 35s. A major review has been conducted and an SSL security certificate installed, reCAPTCHA installed to reduce spam, the speed of the website increased and broken links fixed.
  • Social media items have been posted on FSIC Facebook and Twitter accounts almost daily
  • Youtube page of videos each with round 1000 views
  • Youtube video on Facebook with 4,300 views
  • E Newsletter with approx 2000 subscribers
  • GOAL 2. To handover communication skills to other Board members as a back-up to Communication Director.


The handover to other Board members has not occurred due to loss of Directors, however the Communication Committee has expanded and new volunteers are working on editing, design and video making.


Marketing Committee: GOAL 1: A marketing plan will be in place by December 2018 A SWOT will be completed early in the 2018 in preparation for the Marketing Plan development.

The former Marketing Director had prepared a SWOT analysis by October 2018 although a Marketing Plan has not been finalised. However, work has commenced on increasing our Search Engine Optimisation (SEO) through a Google Ads for Non-Profits Grant which will raise our online visibility.

4.3 2019-20 GOALS

GOAL 1. To conduct a successful 2019 Australian Food Safety Week and summer campaign subject to level of funding available.

GOAL 2. To obtain a Google for Non-Profits ad grant by October 2019 to drive up traffic to our website.

GOAL 3. Expand our social media presence to younger Australians and develop suitable infographics and video material

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