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Last year, the Swimmable Birrarung project enjoyed a viral media moment. Here, Charity Mosienyane explains how we did things differently when the same thing happened this February.
In 2024, during a blissful summer's day in March, the Herald Sun published a brilliant article on the Swimmable Birrarung. I remember getting texts and messages from people about it –it was a big moment for the project.
Almost as soon as the piece landed, Regen Melbourne was inundated with media requests. Radio, TV, newspapers and magazines all wanted their piece. It was exciting but overwhelming. We had planned for a single story – but didn't expect this sudden surge of interest.
We put Kaj forward for most requests, given he had the most media experience. He delivered a brilliant appearance on Sunrise.
"Throughout the interviews, the Birrarung was centred and different collaborators discussed the roles they were playing in making the river healthy, thriving and swimmable again."
Despite the anxiety we felt around not being able to control the narrative, it was exciting to see the project out in the world. After 48 hours of madness, the news had moved on. A few things were clear: we needed more confidence in speaking about our work, we needed to distribute media opportunities among partners, and we needed a strong call to action.
Then, in February 2025, it happened again: the Swimmable Birrarung made the front page of the Herald Sun.
This time we were ready. Emma had coordinated the whole thing – starting with a photoshoot on the river with several collaborators. Within hours the texts, emails and calls came flooding in once again.
On the morning the front page landed, the whole team was deep into our annual strategy retreat. A WhatsApp group including key stakeholders was set up, in which everyone shared which media platform they had responded to and what time they would be live.
"We collectively need to find as many avenues as possible to make the Birrarung – and her needs – more visible. And media provides one such avenue."
Throughout the interviews, the Birrarung was centred. Across the coming days Meg and Carolyn from the Yarra Yabbies, Matt from Regeneration Projects, Janet from Yarra River Keeper Association and Rebecca from RMIT were all featured.
Through it all, I have not just become more confident stepping up to these opportunities, but also feel so thankful to our collaborators for all the knowledge and wisdom they brought. The collective around the Birrarung is mobilising, and we're so grateful that Regen Melbourne is able to play a role.
