After months of preparation, media outreach and events galore, Crossman has now wrapped up work on the Weet-Bix Kids TRYathlon series for another year.
The 2011 Weet-Bix Kids TRYathlon in partnership with MBF featured nine events around Australia from January to May, starting in Canberra before travelling to the Central Coast, Sydney, Adelaide, Perth, Geelong, Melbourne, Brisbane and Townsville.
Crossman Communications developed and implemented a far-reaching, persuasive communications campaign to help build awareness of the Weet-Bix Kids TRYathlon as a must-do event for kids aged seven to 15, encouraging Aussie families to sign up and give it a go. Almost 12,500 kids attended the events around the country and Crossman’s efforts generated some amazing media coverage, with 274 positive media hits reaching an audience of over 24 million!
Crossman also helped develop and deliver the Active Bodies, Healthy Minds report which reviewed the latest scientific evidence showing that kids who are active or play sport have higher self-esteem than their less active counterparts. The impressive report supported the campaign launch and featured contributions by BUPA’s Dr Christine Bennett, Prime Minister Julia Gillard and a host of child health experts. The report can be found here.
The Weet-Bix Kids TRYathlon team enjoyed working with a number of iconic ambassadors who strived to help the next wave of young Aussies achieve their sporting goals by supporting the campaign. Brett Lee, Stephanie Gilmore, Benji Marshall, Leisel Jones, Matt Welsh, Guy Leech, Jarryd Hayne, Bronte Barratt, Ellyse Perry and Steve Hooker were just some of the stars who signed up to help raise awareness for the event in its 13th year.