How we built the story
Over a two month pro-bono campaign, Compass set out to grow awareness of Wait Mate across Australia and share news of its new funding from the South Australian government. By pairing the growing parent movement with the timely funding announcement, we gave journalists a clear reason to run the story then. The result was in-depth coverage on Channel 7’s The Morning Show, The Australian Financial Review and Women’s Health Australia, with each outlet creating space for the conversation around smartphones and childhood.
100% Tier 1 Coverage
Every piece of coverage secured during the campaign landed in a Tier 1 publication. Live broadcast sat alongside longform business press and consumer digital, showing how widely the smartphone and childhood conversation resonates with Australian audiences.
6.6M+ Combined Audience Reach
Wait Mate’s message reached a combined audience of more than 6.6 million across national broadcast, business and lifestyle media. This put the movement in front of parents, educators and decision makers at a pivotal point in its growth.
Live National TV Interview on The Morning Show
Compass secured a live, in-depth interview for Amy Friedlander and Jessica Mendoza-Roth with hosts Larry Emdur and Kylie Gillies. The segment gave the founders time to explain the risks smartphones pose for children and how families can join the Wait Mate platform.
"Compass Studio just 'got' it and seamlessly generated countless excellent angle suggestions and approaches, synthesising information and tailoring media pitches with real flair."
Amy Friedlander
Co Founder
Making the Wait Worth Talking About
By connecting Wait Mate’s story to a live and relevant news moment, Compass helped position the movement as a leading voice in Australia’s conversation about children and smartphones, building national awareness alongside its new government backing.