Role: Project-based marketing and communications support
Focus areas: Brand messaging & narrative framework, media & on-site content production, multi-channel communications toolkit, visual identity direction
The vision: An industry-first response to an urgent issue
Australia’s club industry sits at the heart of local communities, with over 140,000 staff serving 13 million members nationwide. Because frontline club workers interact with regular patrons every day, they often see subtle warning signs that others miss.
Recognising this unique proximity, Learning for Good partnered with ClubsNSW and survivor advocates to create Safe Spaces, a world-first, survivor-informed training initiative designed to equip club and hospitality staff with practical tools to recognise, respond to, and support people experiencing domestic and family violence (DFV).
It was a transformative idea with national potential. But turning that vision into a sector-wide launch presented a major operational hurdle.
The bottleneck: A lean team with a big agenda
Learning for Good is an agile non-profit operating two distinct business models. While the team possessed deep expertise in social impact and education, they operated with lean resources and zero spare internal bandwidth to manage a full-scale, multi-stakeholder marketing rollout.
Launching Safe Spaces required far more than standard communication, it demanded a delicate balance:
- Navigating deep sensitivity: DFV requires respectful, survivor-led language that avoids sensationalism while maintaining urgency.
- Removing frontline anxiety: Club workers needed complete clarity that they were being empowered to listen and refer, not asked to act as trained counsellors.
- Enabling venues to self-serve: With independent clubs across NSW, the campaign needed a unified voice that individual venues could easily adapt without relying on Learning for Good for ongoing support.
Learning for Good didn’t just need a strategic consultant to write a deck; they needed an embedded leader to step in, take end-to-end ownership, and bring the launch to life.
The strategic intervention: Embedding from narrative to screen
Stepping in as a complete strategy and execution partner, we took ownership of the launch lifecycle, bridging the gap between high-level brand strategy and on-the-ground content production.
1. Architecting the narrative: Safe starts here
Through collaborative territory explorations, we shaped a messaging framework grounded in empathy, action, and practical reassurance:
- Core positioning: “The presence to care. The power to change.”
- Key message: “You don’t have to be an expert to make a difference. You just have to be present.”
- The four pillars: Built the narrative around Presence matters, Tools, not theory, Support without pressure, and Community leadership. We also created a tailored Think, Feel, Do audience matrix mapping messaging for club executives, frontline staff, patrons, and government partners.
Louise was instrumental to the success of the Safe Spaces project. In a team with a small headcount, she understood the strengths and was always willing to step in if support was required in the gaps.
Her flexibility, commitment, and unwavering focus on achieving the right outcome played a significant role in delivering the results we achieved. Louise consistently went above and beyond, and Safe Spaces has launched as a market leader because of her contribution.
2. Bringing the story to life: Revesby Workers’ Club
To anchor the strategy in visual proof, GSC Marketing filmed and produced a video case study at the Revesby Workers’ Club Purple Friday event. Capturing real-world advocate stories, staff engagement, and leadership commitments transformed abstract campaign messaging into a human-centred proof point for the industry.
3. Scaling execution: The communications toolkit
To protect Learning for Good’s lean team from being overwhelmed by venue support requests, we built a comprehensive Communications Template Toolkit. This gave participating clubs ready-to-use internal announcement emails, manager talking points, digital signage, media releases, and social media templates. Clubs could immediately self-serve and launch locally with total brand consistency.
4. Visual identity
We established the visual identity and communication design guidelines for Safe Spaces launch collateral. The visual style balanced warmth, calm authority, and empowerment, deliberately stepping away from clinical or alarmist aesthetics to create an inviting brand presence.
The impact: Strategy to execution with one, lean partner
We provided project-based marketing and communications support as an embedded partner, enabling a small non-profit to pull off a complex, state-wide launch, without requiring full agency or headcount support.
- Capacity expansion: Delivered complete launch capabilities without requiring Learning for Good to hire additional internal staff.
- Unified sector voice: Established a survivor-informed narrative adopted across Learning for Good and ClubsNSW communications.
- Frictionless rollout: Provided a plug-and-play toolkit that accelerated adoption across 100+ venues and removed operational friction for busy club managers.
- A scalable model: Built an adaptable framework ready to support national expansion as Safe Spaces grows beyond NSW.
Are you a lean team needing help with a product launch or project? Brief us in here!
