Australasian Sonographers Association

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Sonographer Awareness Campaign delivers strong engagement and visibility

Tuesday, 19 May 2026

Sonographer Awareness Campaign delivers strong engagement and visibility

ASA is pleased share the results of our recent Sonographers Awareness Campaign, highlighting a strong uplift in visibility and recognition of the profession across Australia and New Zealand. 

Launched to elevate awareness of the critical role sonographers play in modern healthcare, the campaign aimed to reach both the public and key stakeholders in government and in health, while also strengthening pride and identity within the profession itself. Through a coordinated mix of digital outreach and targeted communications, the campaign successfully positioned sonography as an essential and highly skilled workforce. 

The campaign messaging focused on the impact of sonography - from early diagnosis and preventative care through to ongoing patient management. By highlighting clinical expertise, the campaign aimed to counter some of the common misperceptions. 

Throughout the campaign period, content was delivered across multiple channels, ensuring broad reach and accessibility. This approach enabled ASA to reach a wide range of audiences including patients, healthcare professionals, policymakers and prospective students.  

Importantly, the campaign also supported ASA’s broader advocacy agenda. By raising visibility, the initiative contributes to ongoing efforts to address workforce challenges, including recruitment, retention and recognition of sonographers within multidisciplinary healthcare teams. Greater awareness is expected to strengthen our future advocacy initiatives and support long-term sustainability of the profession. 

We will look forward to learning more about what our members think and feel about the campaign through our member survey later in the year, and hope that it creates a heightened sense of professional pride. 

Building the visibility and recognition of sonographers remains a priority. The success of this awareness campaign represents a significant step forward, reinforcing our profession’s integral role and laying the foundation for continued advocacy and growth. 

Channel Highlights 

Meta 

  • Exceeded reach targets by 14% and delivered very high awareness efficiency (CPM $2.95). Strong performance among women 18–35 and health-interested 45+ audiences. 

LinkedIn 

  • Delivered message to healthcare and policy audiences with a 0.91% CTR and cost-efficient video views ($0.11 vs $0.20 benchmark). 

Digital Out of Home 

  • Highly cost-efficient contextual reinforcement across hospitals, CBDs, and government corridor. 

Broadcast Video On Demand (SBS) 

  • Delivered high-attention, non-skippable exposure with a 94% completion rate and strong delivery across NSW, VIC, and QLD. 

Rewatch
 

View Campaign