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Fairfax

Using new technology to reform drug laws 2012

Katherine Teh-White

Managing Director

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The brief:

Fairfax Media is the leading independent news organisation in Australia, with five major daily publications and five million on line readers per month. Fairfax engaged Futureye in an innovative digital outreach partnership aimed at engaging new readers on the issue of drug law reform.

“The digital world is a blessing and a curse: there’s so much more information and so many more opportunities to talk to your audiences, but the challenge is how to make sense of it all and how to gain insights. Futureye’s innovative approach to understanding how issues evolve and mature proved invaluable. Their curve helped me get out in front of the pack -- and provided an innovative way of engaging people in a deep and meaningful way.”

Peter Fray, former editor in chief and publisher of the Sydney Morning Herald

The result:

As a result of the campaign, the discussion moved from substantially adversarial to a rational, consultative conversation on ways to address drug law reform and reduce suffering and harm to individuals and the community.

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