Boolarong Press engaged MediaCast to create momentum and create plenty of noise around the launch of Pat Hipwell’s new book, ‘Helping Children Become Better Readers’ to align with the back-to-school period. MediaCast utilised this opportunity to reach parents and teachers as they prepared for the school year to encourage them to incorporate the book into this year’s strategy. 

MediaCast used research to illustrate the need for more support for both parents and teachers with data highlighting that almost a quarter of five-year-olds across Australia are not developmentally ready when they start school and one in four year 7 students don’t have the required numeracy and literacy skills. 

From there, we developed a creative to address the contemporary issue and highlight that teaching literacy is everyone’s business, whether you are a teacher, parent, carer or aid. By utilising author Patricia Hipwell, MediaCast illustrated the importance of the book and effectively created a buzz prior to the launch. 

MediaCast secured 137 items of coverage, reaching an estimated 5.7 million Australians. A campaign highlight was securing two top tier national TV interviews on Studio 10 and ABC News Breakfast with author Patricia Hipwell. Other highlights included ABC Radio New South Wales, 6PR, ABC Radio Brisbane, 2SM and ultra106five. 

The campaign achieved significant cut-through and shed light on an important issue ahead of the schooling year.