CHALLENGE/PROBLEM

Raise awareness of and increase school participation in VicHealth’s 2016 Walk to School campaign.

 

INSIGHT

The proportion of children using active travel to school has declined dramatically over the last 30 to 40 years with children today less likely to actively travel to or from school compared to their parents.

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METHOD

A statewide media relations program was implemented utilising ambassadors and influencers, including metro story angles and tailored local communications. Schools were engaged to encourage participation in the campaign and to take part in media opportunities.

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RESULTS

Over 340 media hits and a reach of nearly 18 million, a huge increase on the previous year.