It's one thing to have a high profile national award that generates incredible media interest each year. It's quite another to make sure that it generates significant value to the major not-for-profit sponsor.

For the past three years Palin Communications has worked closely with the team at the Shepherd Centre to ensure that the "Shepherd Centre" component of the "Shepherd Centre Australian Father of the Year" is not lost on those who read about the winner or see photos/footage of him receiving his prize.

Left to right: Australian Father of the Year Air Chief Marshal (retired) Angus Houston, 2010 AFOY recipient Mr Guy Cooper

In 2011, Air Chief Marshal retired Angus Houston received the coveted gong in front of the assembled national media.

Mr Houston was wonderful with the media, showing humility and pride at having been acknowledged for his work with his own children. He was also extremely adept at drawing the link to the wonderful work of the Shepherd Centre in many of his media interview.

A new "media wall" with un-avoidable Shepherd signage also played a key role in ensuring high profile branding in TV footage and media pictures.

The percentage of media that make reference to Shepherd or shows the logo continues to grow year-on-year – as does the reach and scale of the coverage. This all augurs well for the commercial value of the awards program in the future.