How a Catchy Jingle and a WIN TVC Helped Flagstaff Rally a Whole Community

By Stefan Sojka

The best way to spark real action can be with a good catchy tune and a great story. That was the heart of our work with Flagstaff, a not-for-profit doing incredible things to support people with disabilities across the South Coast region of NSW.

Flagstaff had already made waves with their PrepareAbility campaign, launching Australia’s first emergency planning app for people with disabilities. But for phase two, they wanted to go bigger: reach more people, build deeper community engagement, and make sure everyone knew how to help in an emergency.

So, they teamed up with us at Cyrius, a creative agency & Cyrius MediaWorks, and we brought out the big guns: music and TV, in a Federal Government funded campaign, “Street Mate”.

Let’s talk about the jingle 

Right from the start, we agreed with our client that this campaign needed a theme song, something you’d hear once and remember. Something that could carry an important message but still make you smile.

So, I hit the studio and wrote a jingle that was catchy, warm, and community driven. It became the soul of the “Be a StreetMate” movement. We recorded it here at Cyrius, mixing and mastering it to work across radio, TV, and digital platforms. We created a snappy short jingle for the 30 second TV and radio spots and a longer full length song for live events and distribution through Flagstaff’s community.

This little tune didn’t just spread awareness. It gave the campaign its heartbeat. It made people feel the message.

And the TVC? Real stories, real people 

Alongside the jingle, we produced a TV commercial for WIN TV, the local regional TV network, and this wasn’t your standard ad.

We shot it on location, featuring real people with disabilities from Achieve Australia. No stock footage. No staged moments. Just authentic, beautiful snapshots of community, inclusion, and support in action. The visuals were paired with our jingle to create a spot that was as moving as it was memorable.

We also created a behind-the-scenes video to show the heart behind the production, and build some extra buzz before the big launch.

All the extras that tied it together

Of course, the jingle and the TVC were just part of the broader rollout. We wrapped the whole thing in vibrant animations (hello, local animal mascots!), social media content, digital ads, educational visuals, and a mobile-first landing page. Pledge cards went out with the message: “I will be a StreetMate and commit to help my neighbours in an emergency.”

But everything pointed back to that core feeling,  community, care, and stepping up when it counts.

The result? A whole region singing the same tune

When the campaign launched across WIN TV, radio, social media, and local channels, it caught on. The jingle became an earworm. The TVC drew in viewers. The TVC was so well received that the TV station, who initially had only offered a short run as a pro bono campaign, extended the air time across many more months and into more time slots.

The locals got involved. They pledged. They signed up. They talked to their neighbours. They started making emergency plans that included everyone, especially those with disabilities.

I was honoured to be asked to perform the full Street Mate song at the campaign launch, which invited a full house of emergency service workers, community leaders, politicians and media. The song was very well received and we made a compelling video of the song being performed at the event. You can view this here.

This was more than just awareness. It delivered true impact, driven by story, sound, and heart.

A big thanks to the Flagstaff team for letting us be part of something so meaningful. If you’re ever wondering whether a song and a great visual can change lives… 

And if you’re reading this and thinking, “Maybe I could be a StreetMate too,”  you already are.

We love the government and not-for-profit sector. Get in touch, if we can assist you with your project?