State Library of Victoria

Launched in 2009, the $2.1m Young Readers Program is a partnership between the State Library of Victoria, the Victorian Department of Education, Early Childhood Development and the Municipal Association of Victoria.

Following a competitive pitch, icon.pr was appointed to use PR and events in local libraries to educate parents on the importance of reading to children from a young age.

To maximise program visibility and event attendance, icon.pr devised an integrated strategy combining traditional media (print, radio and community TV) with social media influencers and networks (mummy bloggers, parenting networks and Twitter).

To help drive media interest, icon.pr secured two of Australia’s leading authors, Jeannette Rowe and Alison Lester, as program ambassadors. Five events, including one bilingual event, were held around Victoria, resulting in widespread media coverage and excellent attendance.