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#PE Wales: Launching a landmark report to tackle obesity timebomb

Working Word was commissioned to handle the PR around the launch of a landmark report to the Welsh Government on sport and physical activity in Welsh schools.

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Objectives

  • Secure media coverage for a report that could change the way Wales delivers PE and sport to children and young people across the country, making it the first country in the World to promote physical education to a ‘core’ subject

  • Work with partners involved in the report including the report’s author Baroness Tanni Grey-Thompson, the review group, Sport Wales and Welsh Government to ensure share of voice in the media

  • Promote the findings of the report and Ministerial responses to it.

What we did

  • Worked with all partners to develop key messages for media material

  • Organised launch of report at a school with a particularly good track record for delivering physical education to its pupils. Launch was timed to provide maximum opportunity for media coverage on lunchtime and evening broadcast bulletins. Print coverage was embargoed until launch day to provide the media with the opportunity to run the story on the day

  • Arranged and briefed Welsh and English-language spokespeople for the report including Tanni Grey-Thompson, Sport Wales, PE teachers, head teachers and Ministers. We also set up filming and photograph opportunities within a school environment as well as a gymnastics club

  • Regionalised press release to ensure pan-Wales coverage by using representatives from the review group in their local areas and ensured full copies of the report were available for all media

  • Developed twitter hashtag for report of #PEWales and targeted influential sports and education professionals online.

Results

  • Pan-Wales and UK-national media coverage in English and Welsh media including: BBC Radio Wales, BBC Wales, ITV Wales, BBC News 24, Newyddion, Western Mail, South Wales Echo, South Wales Argus, Daily Post, Golwg and South Wales Evening Post

  • Online reach for the #PEWales hashtag estimated to be 51,155 including mentions and re-tweets from influential journalists, political figures and sports personalities. Opportunities to see, hear or read about the report in the media totalled 43,428,198

  • Secured opportunity for Baroness Tanni Grey-Thompson to discuss the report on a Wales this Week 30 minute documentary programme on the Olympic Legacy.

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