In February 2024, Drug ARM, a charity dedicated to addressing alcohol and drug challenges, partnered with The SAS Group to manage its government relations and event strategy for the organisation’s 175th-anniversary celebration. Drug ARM sought assistance in planning the celebration and increasing brand awareness of its services while also advancing its policy asks to secure government funding and partnerships. The ultimate goal was to bolster brand awareness from relevant stakeholders.

OUR RESPONSE

To meet Drug ARM’s objectives, The SAS Group implemented a comprehensive strategy that included:

• Event Management and Planning: Media and Communications Consultant Natasha Eric led the coordination of the 175th-anniversary celebration. Leveraging her strong relationships with The Brisbane Club, Natasha ensured Drug ARM could customise the event, including securing additional venue space and creating a unique mocktail menu, all at a reduced cost. The event successfully highlighted Drug ARM’s 175 years of legacy in a personalised and memorable way.
• Media Strategy: The SAS Group devised a media strategy to amplify Drug ARM’s visibility. Natasha Eric collaborated with Michelle Safitch to secure media coverage by pitching a story to Kenji Sato at the ABC, which focused on the links between substance misuse, high living costs, and homelessness. The resulting coverage was prominently featured in ABC’s news segment and discussed on radio, providing valuable exposure for Drug ARM.
• Government Relations Strategy: The SAS Group’s Senior Consultant, Daniel Hobbs, worked closely with Drug ARM’s leadership to develop a Government Relations Strategy. This plan prioritised key stakeholders and identified three policy focus areas, including securing additional funding for substance misuse programs, reinvesting unspent service funds, and partnering with the Queensland Government to deliver services through the Ipswich Residential Rehabilitation and Withdrawal Service. The SAS Group facilitated meetings with influential MPs and provided ongoing advice to refine Drug ARM’s messaging.
• Stakeholder Engagement: The SAS Group coordinated meetings with senior politicians such as Hon Nikki Boyd MP, and secured further meetings with government representatives, ensuring that Drug ARM’s policy asks were heard by the right decision-makers. Additionally, the SAS Group provided support to Drug ARM’s executives by assisting in the preparation for key government briefings and meetings.

OUTCOME

The SAS Group’s holistic approach resulted in a successful 175th-anniversary celebration attended by 132 guests, including high-profile figures like Lord Mayor Adrian Schrinner. The media coverage significantly boosted Drug ARM’s brand awareness, while the government relations strategy advanced their policy goals, laying a strong foundation for securing future government support.

Drug Arm has engaged the SAS Group for a further long term partnership to manage their government and stakeholder engagement as they work towards making improvement in the lives of those affected by alcohol and other drugs.