Pure Public Relations launches behavioural change division
Molly Hyndman
Independent PR agency Pure Public Relations has launched a behavioural change arm dedicated to creating cause-driven comms strategies that actually drive change.
The new division – Pure Impact – will collaborate with not-for-profits, charities, and companies with a cause to bring strategy priorities to life, and will help amplify their purpose-driven messaging through behavioural change science, market research, and integrated campaigns.
“We’ve seen first-hand the powerful impact that strategic communications can have on causes that matter,” Phoebe Netto, founder of the agency, explained.
“With Pure Impact, we’re combining our proven PR strategies with a dedicated focus on behaviour change, creating campaigns that go beyond awareness to inspire action. We believe there’s never been a more important time to give organisations the tools to drive meaningful, lasting change.”
It will be spearheaded by senior comms specialist Molly Hyndman.
Molly Hyndman
Hyndman has been with Pure Public Relations for over 18 months, leading its portfolio of health and wellness clients.
She has over 15 years of experience in cause-related communications both agency and clientside, including at Haystac (now part of Dentsu Creative PR), World Vision Australia, Movember, alt/shift/, the Victorian Department of Health, and more.
Hyndman has been described to possess a “unique ability” to blend big-picture strategy with data-driven insights, ensuring that every campaign has an impact. She is passionate about creating positive social outcomes through comms, and has used that passion to shape her career.
“Cause-related communications have the power to change behaviours and create lasting social impact,” she said. “At Pure Impact, we’re committed to working with organisations that share our passion for driving change. We’re building campaigns that combine business objectives with social outcomes.”
The division has already begun working, with clients including one of Victoria’s largest independent family services organisation, Berry Street.
Executive director of strategic engagement at Berry Street, Heidi Reid, said Pure Impact has “made a huge difference”.
“Their ability to align our communications with both our mission and business objectives resulted in a significant increase in foster carer sign-ups,” she explained.
“They have a deep understanding of behaviour change, and that’s evident in the results we’ve seen.”
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