Outdoor companies unite with a million dollar campaign to save lives.

Across Australia some twenty young children per week, that’s over one thousand children per year – are going to Emergency departments around Australia after ingesting or inserting the batteries into their eyes, nose or throat and more deaths are inevitable unless change is made.

To help do that, Outdoor Advertising Companies including  JCDecaux, QMS, oOh!, Convenience Advertising, Shopper, VMO, Civic Outdoor and Motio are playing a role in changing that and creating much greater awareness around the dangers they pose. They are committing over a million dollars of outdoor media throughout January 2022 through the Bella’s Footprints Foundation.

The number one issue surrounding button batteries is the lack of public awareness of the lethal danger that these products pose – Some of Australia’s outdoor CEO’s saw the ABC Australian Story aired in February 2021 and wanted to play a role in changing that. These companies are setting out to create much greater awareness around the dangers they pose and were passionate about how well outdoor is well positioned to do this throughout Australia’s summer.

This is a demonstration of our commitment to raising public awareness of this critical issue and to help drive the impact even further with Motio also providing Bella’s Footprints one year of access to its content and creative agency, Enormity, to help produce content throughout the campaign on a pro-bono basis.

To date there have been three recorded fatalities of children from swallowing button batteries – including the 2015 death of 14-month-old Isabella (Bella) Rees, daughter of Bella’s Footprints Foundation founder Allison Rees who bravely told her story on the ABC program and has worked tirelessly to raise awareness in her daughter’s name.

Allison Rees, Founder of Bella’s Footprints Foundation:

“We are delighted and frankly, overwhelmed by the support of these amazing media companies to help increase public awareness around the critical dangers posed by button batteries, this is a campaign that really can save lives.”

“There are so many more people out there that are still unaware of the danger that these products can cause so it’s vital that we raise awareness as much as we can, so joining forces with these companies is a really great way of doing that.”

“Raising awareness of the issue will then help us reach our broader goals of making button batteries safer by mandating safer packaging and in-store display requirements as well as point-of-sale warnings about their dangers.

“Unless we create greater public awareness and improve safety around button batteries then another child fatality involving button batteries is simply a matter of time.”

Adam Cadwallader, CEO of Motio and coordinator of the campaign:

“We strongly believe that button batteries are a big problem that can be solved through heightening awareness. It’s a killer of kids. There’s a great deal of tragic causes we all provide that the advertising industry can’t solve, but possibly we could help prevent any further deaths from the ingestion of button batteries as an industry.”

However, despite this widespread media coverage the issue remains very much a ‘sleeper’ issue with many parents simply unaware of the critical dangers that they represent to young children if ingested either orally or nasally.

Cadwallader added “Our industry cannot solve this problem by itself, but we can play our part in making a difference and have a fantastic opportunity to play a part in better informing thousands of people about the dangers of button batteries and creating awareness.

Motio Revolutionizes The Medical Practice Waiting Room Experience

Digital Place-Based & Audience Experience media company Motio has announced that more than three million Australian patients can now visit a medical centre offering its fully digitized waiting room experience – taking some of the pain out of the 80 million long, tedious hours Aussies spent in their doctor’s waiting room in 2021 – with an average wait time of 30 minutes.

Led by a comprehensive focus on practice communication, messaging and compelling content, Motio’s new digitised audience experience platform is already available to medical centres nationwide, offering high-quality information, communication and entertainment to 3.2 million patients each month.

The platform has already become a critical resource for medical centres, as it crucially solves three pressing problems for medical centres:

Provides an instant communication channel with patients, removing the need for posters, leaflets and brochures scattered around the centre

Better informs patients by delivering precise practice messaging like wait times, practicing doctors and appointment booking

Elevates the waiting room experience by offering high-quality, beautiful content including live AAP news, game-based trivia and content that digitises tired, traditional waiting room entertainment sources like newspapers and magazines

Motio’s Health network also creates a new earning channel for medical centres, with the business entering revenue share deals with practices – for any advertising that is delivered on the platform.

Targeting The Right Audience

Motio’s access to the highest quality first party, anonymised data sets, sourced directly from practices and supported by Federal Government data, has enabled advertisers to buy through major Digital Out of Home programmatic channels and Motio is connected to agency demand side platforms through Vistar, Hivestack and also Broadsign Reach.

Our anonymised data provides detailed demographic information as well as postcode origin. This data, when aligned with third party sources, gives us critical insights on audience.

Although there are some 158 million GP visits per year, our data tells us that most of that audience are seniors, young mothers with children as well as women with pre-natal and post-natal appointments.

Adam Cadwallader, Motio CEO, said:

“Medical centres and frontline workers have played a crucial role in keeping our communities safe during COVID, and now in the COVID-era, by delivering millions of vaccinations to Australians in an incredibly short time frame,”

“That’s why we’re extremely excited about our patient experience platform, and the role it plays in digitising medical practices that are fast becoming more complex, dynamic environments,”

“With many ultra-sized medical centres already signed up to the platform, which are around five times larger than a standard medical centre, it means we are reaching one in every four people visiting their GP – and we have their attention for a considerable amount of time.”

With millions of Australians set to receive their COVID booster vaccinations in the year ahead, the medical centre is set play a strategic role in making sure Australians are as well informed as possible about COVID and other health issues.


Media Contact

Adam Cadwallader
Managing Director
Motio Limited

Motio Appoints New CFO: Michelle Malley

Motio is delighted to announce the appointment of Michelle Malley as the company’s new Chief Financial Officer.

With over 20 years of Australian and International experience, Ms Malley is a highly regarded professional with an impressive track record in financial management and leadership across a range of companies.

Ms Malley previously worked as Head of Commercial Management & Pricing for Norton Rose, was the Head of Finance for Jemalong Property Group and was the Financial Controller of Hogan Lovells in London  – as well as spending significant time with Deloitte and KPMG.

CEO of Motio, Adam Cadwallader said Ms Malley had the ideal aptitude to lead our Finance team as the company continues to grow.

“I’m extremely pleased to welcome Michelle to the team. She has already made an impact on the business initially focussing on systems, processes and analysis in our quest for growth over the coming years. Michelle has had a breadth of experience which has added significant capability to the business,”

Ms Malley holds a Bachelor of Business (Accounting) from Griffith University and is a Chartered Accountant.