Campaign Stats:

  • 16 Items of Coverage
  • Air Time: 99 Minutes
  • Audience Reach: 2.65 Minutes

4media group worked with technology giant Microsoft to promote their campaign which encourages the participation of extra-curricular activities for children. 4media group worked with the brand to share their findings through a broadcast day.

The broadcast day was fronted by Education and outdoor play expert and former deputy head teacher Cath Prisk, and Gilly Binks from Microsoft.

New research of over 2000 UK parents of school age children (5-16) has revealed some surprising admissions when it comes to the importance of creativity and after school activities.

Parents nowadays place equal importance on creativity, imagination and outdoor play as traditional ‘numeracy and literacy’ – with 89% of those surveyed stating that out of school activities are as beneficial for children as a day at school. 84% of parents agree that ‘creativity and imagination’ is as important for a child’s development as literacy and numeracy’.

Thirty-eight per cent of parents believe that activities such as a day at a museum or gallery, a day of outdoor play (35%), a cultural holiday (33%), an adventure holiday (31%), a day at the zoo or farm (30%), and a day exploring a new area (27%) is just as beneficial as a day at school.

According to the research by Microsoft, the average child in the UK does 1.9 extracurricular activities a week – peaking at 7-8 years old when children do 2.3, whilst 15-16 year-olds do the least (1.5).

The coverage for the campaign was brilliant with 14 broadcast interviews secured, including 4 BBC radio interviews (BBC Tees, BBC Cambridgeshire, BBC Shropshire, and BBC Leeds) as well interviews with UCB, Capital FM Yorkshire, Capital FM North East and more. View the full coverage from the campaign here.


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