The Challenge
MediaCast partnered with Act for Kids for the ninth year in
a row to deliver the annual Child Protection Week campaign.
Our goal was to achieve national coverage, targeting all key
capital city audiences by hitting metro and major market publications,
television outlets and radio stations.
A key objective of the campaign was to highlight the
importance of adult connection with children, and to advocate for children to
have one-on-one, quality time with the adults in their lives.
The Strategy
Central to the approach was the use of expert spokespersons
and youth case studies to support campaign messaging and drive media interest.
By combining research, expert commentary and real-life stories, the strategy
aimed to maximise cut-through and secure strong national media engagement
during the awareness week.
The Execution
The campaign targeted television, radio, print and digital
media by utilising new research from Act for Kids, as well as leveraging expert
spokespersons and case studies for a cut through during the national awareness
week.
Alongside offering live interview availability, a Video News
Release was also utilised to sell-in targeted television contacts,
An Audio news Release was also pitched to targeted radio
contacts alongside live interview availability to diversify the scope of the
campaign.
Print and digital media were targeted with interview
opportunities, editorial submissions, and opinion editorials from youth
case-studies to secure national and metro publications.
The Outcome
Our 2023 campaign was the biggest Act for Kids Child
Protection Week campaign yet, with coverage across 716 radio items, 29
television pieces, 38 print and digital articles and two social media echoes.
We secured coverage across the country, with nationwide
segments running across television and radio, and print and digital featured
across major mastheads.
Working with expert voices and case studies helped to
strengthen our messaging and deliver meaningful interviews and assets.