The Australian Chiropractors Association (ACA), in collaboration with Insight Communications, demonstrated best-practice media engagement with its May campaign Get the Heads Up on Tech Neck!. Medianet’s Press Release of the Month for May stood out for its strategic use of data, strong public relevance, and sophisticated media planning.
A timely and relevant public health message
The press release tackled an increasingly common condition - “tech neck”, caused by prolonged device use and poor posture. Backed by new national survey data, it revealed that 68% of women and 60% of men experience symptoms associated with musculoskeletal strain. The inclusion of insights into how the issue affects children and teens broadened the appeal across demographic and editorial lines, from parenting and education to workplace health and lifestyle (News values: Impact/audience, timeliness, relevance).
The topic struck a chord in a media landscape hungry for stories on screen time, digital health, and everyday wellness. The campaign positioned tech neck as a growing public health concern, with projections indicating a 43% rise in musculoskeletal disorders over the next 20 years.
Strategic use of embargo
One of the most effective elements of the campaign was its careful use of an embargo. The release was sent to journalists under embargo on Thursday, 22 May, ahead of its official lift time at 10:00am on Sunday, 25 May. This allowed newsrooms to prepare weekend coverage and interviews in advance - a rare and valuable opportunity in journalism.
The embargo lifted in direct alignment with the ACA’s media launch event, ensuring that the campaign could maximise media exposure ahead of National Spinal Health Week (26 May – 1 June 2025). This well-timed rollout provided both immediate and sustained news value across multiple days.
Clear structure and rich media assets
The release itself (while being a bit longer than the best practice of 400-500 words) followed an accessible structure. Headline statistics led the story, supported by quotes from clinical experts, Dr Kim Lie Jom and Dr Aimee Mason, who were available for interviews. These spokespeople added credibility and clarity, providing both technical and relatable perspectives.
Importantly, the campaign included a comprehensive digital press kit featuring:
- High-resolution imagery and campaign visuals
- A national data snapshot from the independent research agency Pureprofile
- Real-life case studies from Australians of various ages
- Educational materials and links to prevention tools
This made the story easy to cover and enhanced its appeal across formats: print, broadcast, and digital.
A campaign with substance and strategy
Beyond media engagement, the release served a genuine public education function. In highlighting an emerging national health issue with robust evidence, human-interest stories, and actionable advice, ACA delivered a message of public significance while demonstrating communications excellence.
This campaign was more than a media alert - it was a well-coordinated, health-driven initiative with lasting relevance for the general population. With a combination of strategy, substance, use of embargo and storytelling, Get the Heads Up on Tech Neck! is a deserving recipient of Medianet’s Press Release of the Month for May.
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