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IAAF W ORLD U18 REPORT

Media guide

Offi cial program with the event being showcased on major outlets
in the world. is was a great opportunity to show-
Impact case Kenya’s resources and capabilities in hosting
big sporting events.
Our campaign had an impact as the event, graced by • The following report is a review of the Public
our president, H.E. Uhuru Kenyatta, had attendance Relations activities undertaken to generate pub-
that was beyond our expectations fi lling Kasarani licity for the event, promote Kenya as a sporting
destination and host and drive public participa-
stadium to full capacity with 60,000 Kenyans in • This report focuses on media coverage efforts -
KYEB
tion, through the #JazaKasa hashtag.
attendance. is was historic for any event in Kenya
and also for the IAAF community. IAAF acknowl-
both on traditional and digital media - during the
edged the record breaking attendance on their twit-
games that focused on selling the Kenyan brand.
ter page and appreciated Kenyans for their support.
Overall the campaign was a stunning success and will
PR value generated
be remembered for creating a lot of buzz for Kenya.
Public relations
PR Activities between the month of June and July
generated the following coverage data for the IAAF
Objectives
World Under 18 Games:
• Organize press interviews for the IAAF offi cials
• Pitch to journalists stories that were related to
promoting the U18 games at Kasarani
• Direct the photography and videography of the
KENYA YEARBO0K
main documentary and social media
• Handle crisis management during the games; in
case of any negative press
• Script and share social media posts to be uploaded
EDITORIAL BOARD
on IAAF digital pages
• Drive participation of the public during the IAAF
games

Executive summary

• The IAAF World Under18 Games took place at
Kasarani Stadium from June 12th- June17th. Print media generated PR at Kshs 60,553,083 while
• is was the second time that the IAAF Under18 TV and Radio generated Kshs 407,873,760 and Kshs
games were being held on African soil. erefore, 35,494,860 respectively.
it was a historic moment, not just for Kenya but
for the continent. Total PR Value = Kshs 503,921,703
• Over 150 countries were represented in the games

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