Walk Safely to School Day
“The Ideas Suite was extremely active in the PR. It obtained the involvement of celebrity ambassadors, schools, local councils, MPs and a very high level of media coverage throughout the state.The media coverage exceeded the results achieved in 2007 … and average awareness and participation increased significantly.”
Harold Scruby, Chairman and CEO,
Pedestrian Council of Australia
National Walk Safely to School Day is an annual ‘walk to school’ event that aims to engage Australia’s 8000 primary schools. It is sponsored by the Federal Government, and supported by State, Territory and local governments, Australia’s leading charities and school associations.
The Pedestrian Council of Australia commissioned The Ideas Suite to secure a high level of government, school and media involvement throughout NSW – through a three-month public relations campaign. We were also required to exceed the 2007 PR results and increase awareness among schools.
Strategy
Throughout the PR, The Ideas Suite drove school participation; drove the involvement of government (including State MPs), media and charities; brought on board celebrity ambassadors such as the NRL, AFL, Humphrey B Bear; drove placement of community service announcements (CSAs) within media; and organised media events at suburban and regional schools.
Results
The Ideas Suite secured the following PR results in NSW:
- 163 print stories, both in local and major metro newspapers.
- Seven mentions on TV, including TEN and Nine.
- More than 30 radio mention.
- More than 500 CSA placements in TV, radio and print media.
Compared with the 2007 PR results, The Ideas Suite increased media and CSA placement by more than 100 per cent, and increased awareness by 4 per cent.
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| Wollongong Advertiser, May 2008 | Daily Telegraph 18 APR 2009 |
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| BRW 2 APR 2009, page 1 | Riverina Leader, MAY 2008 |
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| Mosman Daily, MAY 2008 | WENTWORTH COURIER MAY 2008 |
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| BLACKTOWN ADVOCATE MAY 2008 | FAIRFIELD ADVANCE MAY 2008 |
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| North Shore Times, MAY 2008 | Penrith Press, MAY 2008 |
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| Daily Advertiser, MAY 2008 | Daily Telegraph, MAY 2008 |
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| Manly Daily, MAY 2008 | Daily Telegraph, MAY 2008 |
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| Wentworth Courier, MAR 2008 | Inner Western Suburbs, Courier, MAR 2008 |
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| Southern Courier, MAR 2008 | Manly Daily, MAR 2008 |
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| Camden Advertiser, MAR 2008 | Rouse Hill Times, MAR 2008 |
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| Sydney Morning Herald, MAR 2008 | Newcastle Herald, MAY 2008 |
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| Parramatta Advertiser, MAR 2008 | Sunday Telegraph, MAR 2008 1, 2, 3 |
