Only 52% of children aged 8 to 18 read for pleasure outside the classroom, down 6% since 2016, and 57% choose not to write outside class. For World Hello Day, we turned that research into a story for Banjo Robinson, a globetrotting cat who sends children real, personalised letters twice a month from exciting destinations and invites them to write back, away from screens. We put the creator of Banjo Robinson on air across a radio day of interviews. The broadcast PR campaign secured 18 items of radio coverage reaching 3.6 million listeners, including Sky News Radio and Radio News Hub.
18Items of coverage
3.6 millionCombined reach
2h 14mTime on air
The story
Banjo Robinson, World Hello Day
The aim
Banjo Robinson wanted to raise awareness of Banjo Robinson, a globetrotting cat who encourages children to write and receive real letters.
The message
Banjo Robinson is a globetrotting cat who sends children real, personalised letters twice a month from exciting destinations. The letters invite children to write back, away from screens.
The angle
Research found only 52% of children aged 8 to 18 read for pleasure outside the classroom, down 6% since 2016, and 57% choose not to write outside class. 30% said they will only read if they must.
On air
The creator of Banjo Robinson
The result
18 items of coverage reaching 3.6 million, including Sky News Radio and Radio News Hub.
About World Hello Day
World Hello Day is held every 21 November and was started in 1973 by two brothers in response to the Yom Kippur War. People are encouraged to greet at least ten others to show that conflicts are better settled through communication than force. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning World Hello Day for 2026?
World Hello Day next falls on Saturday 21 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
