Yarra Trams Wins Gold for Internal Comms
Yarra Trams wins gold for COVID-19 vaccination campaign reaching 2,700 employees
Yarra Trams Wins Gold for Internal Comms Campaign
Yarra Trams has won Gold at the Public Relations Institute of Australia Golden Target Awards for Excellence in Internal Communications, officials announced January 11. The Melbourne transit operator earned the recognition for its COVID-19 vaccination campaign "Your Shot to Win," which reached 2,700 employees across its 24/7 operations. Internal Communications Manager Ginny Hollands led the campaign, which combined health messaging with authentic employee stories about reconnecting after the pandemic.
Campaign Addressed Workforce Communication Challenge
The award-winning initiative tackled the challenge of reaching Yarra Trams' diverse and dispersed workforce with critical health information during the pandemic. The organization operates a safety-critical business providing essential transit services around the clock, making employee communication particularly complex. Hollands and her team designed the campaign to incentivize early vaccination while sharing stories from staff members about what they looked forward to when they could be "together again." Transit agencies worldwide faced similar challenges communicating evolving health policies to frontline workers who couldn't work remotely.
Recognition Highlights Internal Communications Excellence
The Public Relations Institute of Australia's Golden Target Awards recognize outstanding public relations and communications work across multiple categories. Yarra Trams competed in the Excellence in Internal Communications category, which evaluates campaigns based on strategy, execution, and measurable outcomes. Officials said the "Your Shot to Win" campaign successfully communicated important health information while maintaining employee engagement during an unprecedented period. The recognition comes as transit agencies continue refining their internal communications strategies to support diverse workforces operating essential services.
Award Announced in Early 2023
Yarra Trams received the Gold award recognition on January 11, 2023, officials confirmed. The timeline reflects the institute's evaluation of campaigns executed during the previous year's vaccination rollout period. Transit agencies typically submit entries several months before award announcements, allowing judges to assess campaign effectiveness and long-term impact on organizational goals.
Internal Communications Critical for Transit Operations
Keeping employees informed remains essential for Yarra Trams' operations, particularly given the safety-critical nature of transit services. The organization's 2,700-person workforce includes tram operators, maintenance staff, and support personnel working across Melbourne's extensive tram network. Transit workers can check Moovit for real-time service information and route updates across Melbourne's public transportation system. The award underscores how effective internal communications directly support service reliability and workforce engagement in transit operations.
