Fairfax Media, one of Australia’s leading news organisations, with five major daily publications, engaged Futureye in an innovative digital outreach partnership aimed at engaging younger readers. It chose the topic of drug law reform, a highly contested issue that has witnessed one of the most polarising debated.
Futureye developed and implemented a pilot WikiCurve process in partnership with Fairfax. WikiCurve is an online system that tracks the social maturation of key issues. Unlike a poll or survey, WikiCurve allows users to inform themselves, so that people move from adversarial debate to rational dialogue.
Two weeks of extensive editorial coverage in print and online drove traffic to an engagement hub and WikiCurve with statistics incorporating 2.5 million unique visitors and 372,000 page views.
This provided valuable information for Fairfax Media’s strategic planning, leading to great success for the company.