Real stories. Real impact. Connecting Messaging
Susan Blain Consulting recently completed writing, production and design of the 2025 Annual Report for Medicines Australia. One striking image in the report is of Maria, a 39-year-old Brisbane mother living with breast cancer.
Maria’s story is simple but powerful. When she needed treatment, the medicine that could help her was only available overseas and not yet listed on Australia’s Pharmaceutical Benefits Scheme (PBS). Today, that medicine is on the PBS - but for Maria, the delay mattered. Like many patients, every day of delayed access to medicine carries real consequences for patients and their families.
Maria’s experience sits at the heart of the #StrongerPBS campaign led by Medicines Australia, which brings real patient voices to the forefront to make the stakes of delayed access tangible. By connecting patients, clinicians, industry, and policymakers, the campaign has helped focus national attention on the importance of timely access to medicines.
In developing the Annual Report, Susan Blain Consulting ensured the report’s content reflected this real-world impact - aligning narrative, imagery, and language with live public-facing campaigns and external messaging, so audiences encountered a clear and consistent story regardless of channel or touchpoint.
Pictured here is Page 10 of the Medicines Australia Annual Report 2025, and a departing passenger view of the #StrongerPBS campaign billboard at Canberra Airport, August 2025, bringing Maria’s story to life for thousands of Australians.
Message alignment matters in all external engagement.
Background:
The #StrongerPBS campaign’s impact included:
· Over 1.77 million people reached via the Stronger PBS Facebook page
· 88,500+ clicks through to the campaign website
· 609 community pledges and 39,000 website visits between August and October
· 3.3 million radio ad impressions nationally
· 2.2 million potential views through a major national media partnership
· 417,000+ impressions from the bus stop activation
· 216 media mentions generating 32.6 million potential earned media impressions
Read more about Maria: https://www.strongerpbs.com.au/mariasstory
Read the 2025 Medicines Australia Annual Report: https://www.medicinesaustralia.com.au/publications/annual-reports/
Learn more about creating annual reports: https://www.susanblain.com.au/blog/annual-report-time
Work with us on your annual report: Get in Touch Today
Photo credit: Angry Chair
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