ChangePR has been working as an extension of the TOMRA Cleanaway media and communications team, focusing on increasing brand visibility, building strong relationships with media and key stakeholders, educating the public on the benefits of the container deposit scheme (CDS) and, if required, organising ministerial and MP media opportunities.​

Our aim has been to improve the company’s reputation, drive engagement and position TOMRA Cleanaway as an experienced lead operator in Victoria and in sustainable waste management.​

ChangePR worked with TOMRA Cleanaway to develop a range of Video News Releases (VNRs), Radio Releases (RR), and other media materials to highlight the success of TOMRA Cleanaway and their major milestones during the CDS rollout in West Melbourne. We also developed and executed a range of media stories with our strong network of media contacts to highlight TOMRA Cleanaway case studies and partnership operators.

So far, changePR has garnered 1,463 pieces of news coverage, approximately 102M potential news reach. This included, 57 radio interviews and news grabs, 12 television news stories, and a range of print news stories (including Geelong Advertiser, Ballart Courier​, Geelong Times​ and Warrnambool Standard​ and more).