Positioning a leading psychologist in a national conversation 

The client

Cairnmillar Institute is one of Australia’s leading providers of psychology education, counselling training and mental health services. Through higher education, professional development, research and clinical practice, the Institute supports students, practitioners and the broader community with evidence-based psychological expertise.

The challenge:

During the COVID-19 pandemic, lockdowns created significant changes in gambling behaviour across Australia, with mental health professionals reporting growing concern about the impact of isolation and financial stress on problem gambling.

Affect Media identified an opportunity to contribute expert insight to the national conversation by positioning Dr Mandy Taylor, psychologist and Director of Clinical Services at Cairnmillar Institute, as an authoritative voice on the psychological impacts of gambling addiction during lockdown.

Our approach:

Working with Dr Mandy Taylor and the Cairnmillar Institute, Affect Media developed a timely media strategy centred on emerging gambling trends and the increasing demand for counselling services.

By framing the story around public health, evidence-based psychological expertise and practical support for people experiencing gambling harm, we secured interest from national media looking for credible expert commentary during the pandemic.

The outcome:

The story was published by SBS News, one of Australia’s most trusted news organisations, featuring Dr Mandy Taylor’s expert commentary on the increase in gambling addiction and counselling demand during COVID-19 lockdowns.

The coverage positioned Dr Taylor and Cairnmillar Institute as trusted authorities on mental health while contributing meaningful expert insight to an important national public health discussion.

Results

• National editorial coverage with SBS News
• National radio coverage on SBS radio
• National TV coverage on SBS TV news
• Expert positioning for Dr Mandy Taylor
• Increased visibility for Cairnmillar Institute
• Trusted commentary during a major public health event
• Potential reach of approximately 4.7 million Australians each month through SBS News’ digital audience*

*Source: Roy Morgan / ThinkNewsBrands Digital News Audience data.

Why it mattered

Effective media relations go beyond securing coverage—they build trust by ensuring genuine experts contribute to important public conversations.

By identifying a timely issue, developing a compelling news angle and positioning Dr Mandy Taylor as an authoritative spokesperson, Affect Media helped Cairnmillar Institute provide evidence-based guidance to Australians at a time when mental health support was critically important.