Youth 2 Knowledge came to Fuse with one problem; no-one knew who they were and what they did. No-one had yet heard of FUEL – an innovative and world-first science based program that teaches school kids the effects of substance, and specifically, ICE abuse.

We began implementing a national PR campaign that saw us reach out to education industry and trade publications, as well as mainstream media Across broadcast, print and online. Furthermore, case studies from the Y2K team presenting to students was utilised and helped the campaign gain traction in regional and country areas, a very important market for the Y2K team. In the first month we achieved coverage in national media including TV newspapers and online. As a result, Y2K has begun to present the FUEL program to school children in a world-first.

The brief

Youth 2 Knowledge came to Fuse with one problem; no-one knew who they were and what they did. And more importantly, no-one had heard of FUEL – an innovative and world-first science based program that teaches school kids the effects of substance, and specifically, ICE abuse.

What we did

Firstly, the Fuse design team got to work to create a brand around the FUEL program. A look and feel that would showcase the program and engage school children. Once this was finalised, the PR team went to work to tell the story.

A national PR launch was implemented and the story distributed to education industry and trade publications, as well as across main stream channels in broadcast, print and online. Furthermore, case studies from the Y2K team presenting to students was utilised and helped the campaign gain traction in regional and country areas which is a very important market for the Y2K team.

The results

TV, national media, local newspapers and online publications have been publishing the news in the first month of the campaign, which caught the eye of a high school in Mackay, where earlier this month, the FUEL program was presented to over 250 school children for the first time in the world.

In addition, with the media exposure increasing every week, phase two of the strategy is to secure unique brand ambassadors that can work in sync with the Y2K team to garber reciprocal awareness of the program and associated causes.