Live Nation renews partnership with NSW Health
PRESS RELEASE:
Live Nation Australia, a Live Nation Entertainment, Inc. (NYSE: LYV) company, announces the renewal of its partnership with New South Wales Health (NSW Health).
The initial one-year partnership has provided NSW Health with an opportunity to engage and educate young people about sexual health, whilst attending Live Nation events. The NSW Health campaign, ‘Play Safe’, targets young people aged 15 – 29 years to encourage responsible sexual behaviour and regular testing for Sexually Transmissible Infections (STIs).
In addition to the NSW Health activations at live events, education and awareness has been created through online platforms and ticketing promotions to create relevant engagement with NSW-based audiences.
Based on the success of the first year, both parties have commenced a new partnership with similar benefits to continue the health promotion activities.
Dr. Chris Bourne, head of the NSW Sexually Transmissible Infections Programs Unit, said: “The Live Nation partnership is a fantastic opportunity which enables us to reach young people across NSW to increase the awareness of sexual health and STIs.
“Young people aged 15-29 years have the highest rates of STIs in NSW with more than 16,500 Chlamydia notifications in the last year.
“The partnership has given us a presence at live music concerts to reach audiences with the ‘Play Safe’ messages and run social media competitions to increase awareness and normalise sexual health,” Dr. Bourne said.
Michael Coppel, president and CEO of Live Nation Australia and New Zealand, said: “We are very pleased to be extending our partnership with NSW Health and providing our audiences with the opportunity to better understand this issue affecting our communities. We look forward to further evolving our partnership to provide NSW Health with more targeted opportunities.”
Live Nation’s partnership with NSW Health maintains its status as one of a limited number of exclusive brand partnerships Live Nation Australia has entered into.
The partnership was brokered by Sydney-based entertainment partnerships agency, mixitup Australia, a Live Nation Australia and New Zealand joint-venture company.
Greg Segal, managing director of mixitup, said: “Providing NSW Health with a live environment to interact with their target audience has provided more cut through than traditional media. Music continues to be the best medium that resonates with millennials.”