The childhood obesity rate in Australia is one of the highest in the world and rising.

Medibank, Australia’s largest health insurer wanted to get kids active.

Our strategy was to communicate directly to kids using their media channels – a children’s book that led them to a playspace using a character to get them interested and pester for something that’s good for them.

We created an Australian dinosaur - Mimi the muttaburrasaurus

We wrote a book about her love of playing outside and encouraged kids to do the same.

It was distributed to schools, libraries, cafes, childcare centres and Medibank stores.

A map on the last page invited children to meet Mimi and play.

Months prior a Mimi playspace was being built off-site.

Installed to coincide with the book release, so when the children followed the map, she was there.

Posters, YouTube, pre-roll, Facebook and Instagram videos spread the word.

We created a character, an Australian dinosaur, called Mimi the muttaburrasaurus and used children’s own media channels to communicate our message with our character.

We wrote a children’s book about Mini’s favourite thing to do - play outside and encouraged kids to do the same.

It was distributed to schools, libraries, cafes, childcare centres and Medibank stores.

A map on the last page invited children to meet Mimi and play.

Posters announced Mimi’s arrival.

Months prior a Mimi playspace was being built off-site.

It was installed to coincide with the book release. So when the children followed the map, she was there.

A permanent plaque on-site attributed Mimi to Medibank’s ‘Generation Better’ campaign. This communicated their brand philosophy in a lasting, meaningful way.

YouTube, pre-roll, Facebook and Instagram videos were released.

The official launch day was attended by the Mayor and hundreds from the community.

The campaign had a total reach of 7+ million.

The videos were viewed over 1.9 million times with a completion rate of 87%.

There were 800K unique views.

It generated a total PR value of over $550K, including primetime news coverage across Australia, all major metro daily newspapers and leading parenting blogs. There were 75 pieces of coverage in total.

It has become a new destination for families across Melbourne. And the parkland area where Mimi was installed has become known affectionately as the ‘The dinosaur’ park.

And as the park is visited again and again by families, the permanent plaque is a constant reminder of the donation made by Medibank as part of their ‘Generation Better’ campaign.

Both the book and playspace are permanent, having a lasting and ongoing impact on our plight to get kids active.