For Royal Life Saving, Media Key created a large scale PR campaign to highlight that 1 in 5 Australian kids leaving primary school has virtually no swimming skills.

The hard hitting campaign included large scale TV pieces, huge print exposure and many radio interviews plus social media activity and a call to action for members of the public to sign a petition demanding change. Over 13,000 people signed as a result of our work.

Media Key generated over $7 million worth media coverage for the campaign.

TV exposure was – put simply – huge. There were 39 television pieces including 9 national television pieces including:

  •   The Today Show
  •   Sunrise
  •   Sky News
  •   ABC News Breakfast
  •   Ten Morning News
  •   Channel Ten’s Breakfast
  •   The Project
  •   SBS World News
  •   ABC News 24
  •   Seven News, Melbourne
  •   Seven News, Sydney
  •   Channel 9, Melbourne
  •   Channel 10, Melbourne
  •   Channel 10 Brisbane
  •   Channel 10 Adelaide
  •   Channel 9 Afternoon News, Melbourne
  •   Channel 10, Melbourne Ten Late News
  •   Channel 10 Perth
  •   Channel 9, Darwin
  •   WIN TV Hobart
  •   ABC TV Darwin
  •   Southern Cross Ten, Canberra
  •   WIN Canberra
  •   ABC Canberra
  •   WIN Wide Bay, Bundaberg
  •   WIN Townsville
  •   WIN Rockhampton
  •   WIN TV, Coffs Harbour
  •   WIN Cairns
  •   WIN Toowoomba
  •   WIN Sunshine Coast
  •   WIN Hobart
  •   Prime Tamworth
  •   NBN Coffs Harbour
  •   Seven Cairns
  •   Seven Sunshine Coast
  •   Seven Mackay
  •   Prime North Coast, Lismore
  •   Seven Townsville
  •   Over 120 newspaper pieces were generated.

Over 95 radio interviews were generated including:

  •   Radio National Breakfast with Fran Kelly
  •   ABC Connect Asia
  •   2GB, Sydney
  •   2UE, Sydney
  •   2SM, Sydney
  •   2WS, Sydney
  •   Mix 106.5, Sydney
  •   4BC, Brisbane
  •   ABC Radio Brisbane
  •   4BH, Brisbane
  •   4KQ, Brisbane
  •   97.3, Brisbane
  •   B105, Brisbane
  •   Triple M, Brisbane
  •   5AA, Adelaide
  •   ABC Adelaide
  •   ABC Radio Hobart
  •   2CC, Canberra
  •   FM 104.7, Canberra
  •   Mix 106.3, Canberra
  •   2CA, Canberra
  •   ABC Statewide, NSW

Media Key arranged for major newspaper chains to support the initiative including Cumberland Newspapers in Sydney, Quest Newspapers in Brisbane, Messenger Newspapers in Adelaide and Leader Newspapers in Melbourne.

This huge support resulted in the petition – demanding swimming lessons becoming compulsory in all schools – being signed by over 13,000 people across the nation.

The issue is now firmly on the national agenda and the Federal government are now analysing what needs to happen next.