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Spreading good stories about a not-for-profit doing good work, so they can have even more impact


We work with SecondBite to raise awareness of its impact on Australian communities and to encourage target audiences to support the organisation in a meaningful way.

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  • 1
    Build awareness and engagement among SecondBite’s target audiences
  • 2
    Improve the profile of the SecondBite brand
  • 3
    Position SecondBite as a valuable organisation by raising awareness of the contribution it makes to reducing waste and hunger in Australia
  • 4
    Engage potential donors and encourage them to contribute
  • Approach

    We developed an integrated communications strategy that leveraged traditional media relations, influencers and social media channels to drive awareness of the work that SecondBite does and encourage people to contribute. We also work closely with SecondBite’s media buying agency to leverage paid partnerships as a way to drive additional editorial opportunities. 

    To ensure all opportunities to tell the SecondBite story were maximised, we kicked off the program with a deep-dive planning session where we identified target audiences, desired outcomes, and internal and external milestones. We then developed an activity calendar that outlined how we could leverage these milestones across all channels in a way that would reach and influence target audiences. 

    The results

    Increase in national Australian awareness of SecondBite within two months of the campaign launching.
    Engagements (likes, comments, shares) with SecondBite’s social content.
    Pieces of media coverage (from media interviews and targeted pitches) in a two-month period.


    “The support that SecondBite received from Mahlab around the launch of our first Social Impact Report was first class. The team at Mahlab not only helped us to communicate with our own stakeholders in a more impactful way, they opened up our thinking with respect to reaching new audiences across multiple channels. The result of this support has been a significant increase in awareness of our work in a range of new and interesting areas, a refreshed and re-energised engagement with our existing stakeholders, and greater internal organisational awareness of the need to shape messages in specific ways for particular channels.

    The enthusiasm, energy and expertise that the Mahlab team brought to the report launch was outstanding, and I would have no hesitation in recommending them to others. SecondBite will continue to see the benefits of their input flow to us for some time to come.”

    Jim Mullan


    Pharmaceutical Society of Australia
    Engineers Australia
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