Life Education is Australia’s largest provider of preventive health education to school children. With the help of its iconic mascot Healthy Harold the giraffe, Life Education has been empowering children and young people to make safer and healthy choices for 40 years. They work in more than 4,000 schools and preschools across mainland Australia, with more than 700,000 school children participating in their program each year. Life Education’s 130 specially trained educators visit students in every state and territory across Australia via 100 mobile classrooms.
Life Education engaged MediaCast to launch their new specialist fund, Life Ed Children’s Thrive Fund, to ensure that children living in remote locations are not missing out on vital health and wellbeing education. The narrative was crafted to communicate the importance of funding so that Life Education can reach children and schools in rural and remote areas – and to highlight its goal of reaching one million children per year by 2025.
To promote the launch of the Life Educations Children’s Thrive Fund and drive awareness of the work Life Education do MediaCast developed both a video news release and an audio news release to support our broadcast sell-in and to target high-value TV and radio outlets across Australia, with a focus on regional areas.
MediaCast secured a total of 59 items of coverage with a reach of over 3.2 million Australians. The Life Education spokespeople completed 14 interviews with stations and coupled with the pick up from the Audio News Release, we secured 45 pieces of radio coverage in total, including 2NM, Ultra106five, 5CC and ABC Riverland. The distribution of the Video News Release resulted in a total of 14 TV segments airing across the country including Studio 10 and WIN News in Tasmania, Riverina, Central West, Central Victoria, Gippsland, Shepparton, Mildura, Western Victoria and Albury. The story was also picked up by Prime 7 and aired in Tamworth, Wagga Wagga, Orange and Port Macquarie.