Educo Africa

Who is Educo Africa? Educo Africa is a non-profit organisation that aims to raise the quality of life of young people and communities in South Africa. Currently it serves over 1700 young individuals and community workers annually by delivering programming in the Northern Cape, Western Cape, Eastern Cape, and KwaZulu/Natal. The emphasis for most progamming is on young people with a specialised focus on youth at risk or in need. Educo Africa was established in 1994 and offers courses for all ages. Educo Africa uses the wilderness as a teacher and classroom. Programmes encourage participants to push their personal boundaries, discover their inner strength and face their challenges, both physical and emotional. It runs outdoor and indoor experiential programmes, with a core developmental focus,for young people from all walks of life. The three main projects in South Africa focus on Child and Youth Development, HIV/AIDS, and Leadership Development. Educo originated in Canada in 1969 and is now represented on five continents through Educo International Alliance of which Educo Africa is an independent member.

What was the aim of the PR campaign? To profile Educo Africa and the role this organisation plays in the South African community. To profile the key spokes people and the different programmes that Educo Africa offers. To strategically leveraging coverage for campaigns run by Educo Africa – to further create awareness of Educo Africa.

During the onset of the campaign Total Media was commissioned by Educo Africa to execute and manage the following: To create brand awareness within South Africa and later to a broader marketplace as to whom Educo Africa are. To create a public understanding of what the Educo Africa workshops and programmes entail. To assist Educo Africa in raising their public/business profile, so they are able to raise more funds from donors and individuals in order to sustain operational costs. To highlight the various programmes that Educo Africa runs and the various benefits long term to civil society. To assist in building strategic relationships for Educo Africa.

Total Media’s approach is to use their knowledge of the media arena to gain publicity for the On the Edge campaign. This media expertise will serve as a great media awareness generating instrument. Through media awareness the public as well as other stake holders will also be informed. –Specific releases highlighting the different aspects of the campaign were sent to the respective key media. –Ongoing press liaison to ensure that the media had relevant information they needed in order to do specific interviews and editorials. –Pitching and following up with radio, television and print to secure coverage for Educo Africa. –Highlighting key developments within Educo Africa and the programmes they offer Approach

Outcomes, Media Relations & Results The total campaign publicity for the On The Edge project equated to R 17,217, Grant Haskin, Deputy Mayor for the City of Cape Town abseiled onto the ledge with Trevor and pledged an on going partnership between The City of Cape Town and Educo Africa. A number of media visited Trevor and covered the story extensively, this is visible through the coverage received.