Dialogue PR developed a strategic campaign to amplify the Junior Landcare ‘What’s In Your Backyard’ campaign, which encourages Australian children to get into their backyards, explore their local environments and reconnect with nature.
Campaign Objectives:
- Increase brand awareness for Junior Landcare amongst target consumers (parents of/and children aged 18 years and under)
- Drive positive editorial and influencer coverage that encourages target consumers to actively engage with Junior Landcare’s Online Learning Centre and WIYB campaign over the Australian summer school holidays
- Engage the next generation of Landcarers with fun, educational activities to learn more about the environment
Media launch event at a local school with Junior Landcare ambassador Costa Georgiadis. Secured strong media attendance across Sydney-based print, broadcast and online media outlets
Campaign ambassador Costa Georgiadis and recruited Barry DuBois (The Living Room) to amplify key campaign messages via editorial and social media opportunities
Local assets (including expert spokespersons and Junior Landcare Learning Hub resources/activity sheets) harnessed to engage national media across online, print and broadcast channels and drive key editorial placements
total audience reach
broadcast coverage
across broadcast, print, online and social media