Pure Public Relations has unveiled a new division, Pure Impact, aimed at creating cause-driven communications strategies. The new division will be spearheaded by senior communications specialist, Molly Hyndman.

Pure Impact's mission is to collaborate with not-for-profits, charities, and companies with a cause, to amplify purpose-driven messaging through behavioural change science, market research, and integrated campaigns.

Hyndman brings over 15 years of experience in cause-related communications, having worked with some of Australia’s leading not-for-profits. One of Victoria’s largest independent family service organisations, Berry Street, has already partnered with Pure and experienced benefits from their approach.

Phoebe Netto, founder of Pure Public Relations, said, "We’ve seen first-hand the powerful impact that strategic communications can have on causes that matter. 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."

Echoing Netto's sentiments, Hyndman added, "Cause-related communications have the power to change behaviours and create lasting social impact. 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."

Heidi Tucker, CEO of Berry Street, praised Pure Impact's approach, stating, "Their ability to align our communications with both our mission and business objectives resulted in a significant increase in foster carer sign-ups. They have a deep understanding of behaviour change, and that’s evident in the results we’ve seen."

Pure Public Relations, which was established 14 years ago, offers a range of services including media relations, advocacy, issues management, and communication services.