SOCIETY partnered with That’s it. to support the brand with ongoing media relations efforts in the U.S. market to generate awareness of its clean-label fruit snacks and new product innovations.
We built a culture-led earned media strategy and kicked off our efforts with back-to-school season, sparking conversation around two new innovations, Fruitola Fruit Granola and Fiber Fruit Bars, and the growing importance of protein and fiber for school-aged children. From there, we developed high-impact, data-led narratives, creating opportunities for media and KOLs to sample, review and recommend That’s it. products across key moments like Fall, Better Breakfast Month and Halloween.
In less than six months, we generated 504 pieces of meaningful coverage across outlets including BuzzFeed, Parade, Yahoo!, Good Housekeeping and Real Simple, reaching an estimated 1.5 billion people.
From everyday moments to special seasonal occasions, we partner with Woolworths to bring to life the stories, people and experiences that matter to Australian families.
Through creative PR, influencer partnerships, content and storytelling, we help Woolworths connect with Australians in meaningful ways, celebrating everything from the joy of sharing good food to the little moments that bring communities together.
Whether it’s Woolworths Table, the Bake-Away Van, countless collectible programs or delivering a little extra magic to Christmas and Easter, we’ve created experiences that give Australians more reasons to connect with Woolworths beyond the weekly shop.
Behind the scenes, our production team captures the people and partnerships that make a difference in local communities across Australia. From photography and video to engaging social content, we’ve helped shine a light on Woolworths’ community initiatives and partnerships with organisations like OzHarvest, Foodbank and FareShare and WIRES, sharing the stories of those doing good in their communities. We even shone a light on the importance of pollination, with an award-winning in-store overnight activation.
Together, we turn everyday moments into stories worth sharing, helping Woolworths build stronger connections with Australian families and the communities it operates in.
We partner with Rundle Mall to build awareness, visitation and excitement around some of South Australia’s biggest retail moments – from Black Friday and Christmas through to the Mall’s 50th birthday celebrations. Across each campaign, we use integrated PR, influencer and paid activity to keep the destination front of mind.
For Black Friday, we positioned Rundle Mall as South Australia’s premier destination for deals, experiences and city shopping, combining broadcast-first PR, influencer gifting and targeted paid collaborations. A dedicated media call brought Channels 7, 9, 10 and ABC into the Mall, while real-time content and visual moments helped Rundle Mall dominate the conversation.
Christmas saw the strategy scale across the festive trading period, with multiple media moments, live TV and radio crosses, in-Mall activations and targeted influencer partnerships. We also secured a Channel 7 weather cross on midnight trade and coordinated a Boxing Day photoshoot with The Advertiser to maintain momentum through Boxing Day and into Summer Sales. Across Black Friday and Christmas alone, the campaigns generated a combined reach of more than 5.1 million people.
Alongside the seasonal campaigns, we supported Rundle Mall’s 50th birthday celebrations, generating coverage around the milestone events and securing local talent including Bec Morse, Cosi, The Hon Peter Malinauskas MP and the Lord Mayor of Adelaide. The year-long 50th campaign generated over 100 pieces of coverage reaching over 9.5 million people.
For the last three months, Optometry Australia has been calling on Australians to prioritise the eye health of the entire family, urging parents and caregivers to book their child in for an optometrist appointment via a myopia awareness campaign titled Off Screens, Outside, Optometrist (OOO).
The campaign was produced by SOCIETY, and created in response to the projections from a UNSW-led study that in fifteen years, half of Australians are predicted to have myopia.
Myopia, also known as short-sightedness, has been identified as an emerging epidemic and is a significant public health concern. The development of childhood myopia is influenced by various factors, however, prolonged screen time and insufficient exposure to natural daylight are leading causes.
The OOO campaign utilises a vocal sting, “Off Screens, Outside, Optometrist,” designed to become an ear worm in the minds of Aussies, and join the vernacular encouraging healthy behaviours that will help manage, reduce, or prevent myopia risk.
SOCIETY Creative + Purpose Director, Annike Morgan, said: “The goal of the OOO campaign creative was to tell a relevant story that would engage with Aussie parents and highlight the importance of keeping an eye on our children’s eye health. The visual elements of the campaign, including its animated lock up and audio sting, were produced with the aim of creating memorable impact driving simple actions to access optometry care and avoid vision loss.”
With a portfolio that continues to grow, SOCIETY is managing the full production of creative campaigns, offering clients an end to end service from conception, strategy, brand development, content planning and production.
“Through campaigns like this and our recent Helping Hand campaign, we’re being guided by our SOCIETY Charter, ensuring an inclusive and considered production that minimises our impact on the planet,” continued Annike Morgan.
The 30 second and 15 second creative can be seen on YouTube.
Time moves forward, so do you. This is the creative intention from the latest brand campaign for the not-for-profit Helping Hand, a Home Care, Residential Care and Retirement Village provider in South Australia.
Our creative services arm has brought Helping Hand’s offering to life via a powerful advertising campaign aiming to reshape public perception of aged care, and reinforce its commitment to community, belonging and human connection.
A 30-second and 15-second creative film was designed, shot and edited by the SOCIETY team, beautifully curated with a mix of live action and animation. Aimed at showcasing the contrasting pace of life and it also evokes how, no matter the life stage you are in, you can move forward and enjoy what’s next with Helping Hand by your side.
A trusted partner in aged care and wellbeing services, who has been in South Australia for more than 70 years, Helping Hand is positioned not just as a service provider, but a community that celebrates belonging and living well at every age.
SOCIETY Creative + Purpose Director, Annike Morgan, says; “Helping Hand gives its clients, and their families, time. We wanted to celebrate this in the creative, highlighting that time can include moments of haste, doubt and chaos, which often occurs in the middle stages of life, but Helping Hand can alleviate that worry by allowing families to enjoy moments together instead.”
Vicky Brett, Helping Hand Manager Marketing and Communication, says; “This campaign reflects the values we live every day of kindness, respect, and making every person feel seen and supported. It’s a reminder that aged care isn’t about endings – it’s about meaningful living, with a helping hand.”
With a portfolio that continues to grow, following the launch of Optometry Australia’s ‘Off Screens, Outside, Optometrist’ (OOO) campaign campaign earlier this year, SOCIETY is managing the full production of creative campaigns, offering clients an end to end service from conception, strategy, brand development, content planning and production.
“We’re also living our SOCIETY Charter which is guiding the way in which we operate and provide our creative services. Not only was the production inclusive and our team well considered, we’re proud to work with an organisation like Helping Hand that is vital to the families and older people of South Australia. Our production also managed to minimise carbon emissions – only reported to produce 1.06 tCO2e compared to an average production of carbon emissions value of 6,” continued Annike Morgan.
Currently running on television with social media on the way, the Helping Hand brand campaign will air across South Australia with the aim of reaching families who are in need of a Helping Hand.
The 30 second and 15 second creative can be seen on YouTube.
We are thrilled to have been one of the most awarded companies of the night with four CPRA Golden Target Awards, including the coveted Agency of the Year (Medium). The acknowledgment is a testament to our creativity, collaboration, and excellence in the communications field on the back of a significant 2024 with expansion into the U.S. market.
Formerly known as the PRIA Golden Target Awards, additional categories of recognition at CPRA this year include Gold for Best Community Relations and Engagement Campaign with the Australian Education Union, Bronze for Dena Vassallo as PR Leader of the Year, and Bronze for Regional Communications Campaign with Flinders University.
Our CEO and Founder Dena Vassallo said, “Winning PR Agency of the Year, as well as three additional CPRA Golden Target Awards, is an incredible honour and a reflection of the dedication and passion of our team across the country, and the collaborative partnerships we share with our clients.
“With our recent launch into the U.S., we’re excited to continue spreading our ethos of working hard, being kind, and above all, putting people at the heart of everything we do.
“These awards are a special way to (almost!) wrap up 2024, and we can’t wait to deliver more excellence for our clients, both across Australia and in the U.S., in 2025.”
As SOCIETY looks to the future, we remain committed to building strong client relationships, embracing the best and the newest industry talent, and setting benchmarks for creativity and excellence in the marketing and communications industry.
We are excited to finally announce that we have expanded into the United States.
Founded by our CEO Dena Vassallo in 2017 in Australia, we continue to deliver marketing and communications solutions for brands and organisations, making a positive impact in the communities where we all live, work, and play.
Vassallo commented the launch of SOCIETY in the U.S. comes at a time when brands are looking for more authentic connections with consumers, despite a depleting attention economy.
“When I started SOCIETY, I envisioned an agency that would put people—our communities, our society—back at the heart of everything we do. SOCIETY U.S. is part of our planned expansion of our successful Australian model, and award-winning teams, while keeping our ‘work hard, be kind’ mantra alive.
“Clients choose us because we’re built for business impact regardless of budgets and because we deeply understand the markets we serve. SOCIETY has proven we can bridge the gap between brand and community to spark more meaningful brand connections.”
SOCIETY U.S. is based in Chicago and led by the wonderful Katie Rosholt, an expert brand builder with more than 20 years of global agency and brand experience, including VP of Global Marketing at Vital Proteins and SVP of Marketing at Pvolve.
“Starting a purpose-driven marketing agency that is led by women fills a critical gap in the U.S. market. With a robust mix of in-house experience along with the hustle of agency, our team is well-positioned to deliver for our clients because we understand their needs from day one,” Rosholt said.
“Having had the privilege of working with Dena previously in the U.S. and now as partners in expanding SOCIETY into the U.S. market, I can attest to her exceptional leadership and enduring impact.”
Rosholt and Vassallo’s relationship spans nearly 20 years. The duo met working together at Edelman, Chicago in 2006.
“Chicago is the perfect location to begin our U.S. expansion, as it feels like coming home. I’m proud to have Katie leading our U.S. team and excited to see her years of brand and agency experience deliver a different way of thinking from traditional agencies,” Vassallo continues.
Supporting the U.S. team is Will Lehnertz, a communications and brand storytelling expert, with a career that spans several high-profile organisations, including Qantas, Woolworths Group, and most recently, Netflix, where he focused on film & series publicity for Australia and New Zealand. Prior to that, Lehnertz worked in Los Angeles at The Ellen DeGeneres Show across the branded entertainment and new business team.
The team is rounded out by Minnie Arnold whose background spans across marketing, communications and operational roles at legacy entertainment companies and digital media startups such as: Filmhub, Kittch, Bliss Point Media, and NBCUniversal.
SOCIETY U.S. currently works with U.S.-based brands who share a values-alignment across many industries and sectors including, a global financial tech company, CPG, food and beverage, and maritime trade industry. SOCIETY U.S. has already established a solid foundation with a strong growth trajectory projected for the back half of 2024.
