The challenge: New World is a proud five-star sponsor of national children’s charity the Starship Foundation. The supermarket, which offers its hugely popular Little Garden seedling kits to loyal customers, wanted to find a way to bring the joy of gardening, plants and the environment to children at Starship’s children’s hospital. We needed to ensure  the campaign message would thrive beyond a single activation by creating a feeling of happiness that would transcend the live brand experience and live on through compelling, highly shareable content.

Results:
250K video views
3x higher engagement than targeted
30 children took part in the experience

What we did: We delivered an emotive two-day “Little Garden Stars of Starship” event that was hosted by New Zealand singer-songwriter Jason Kerrison, children’s TV personality Jason Faa’foi, and The Hits’ breakfast show presenters. Educational sessions, facilitated by Starship School teachers, allowed children to get creative and learn about nature, with the children and their siblings working together in groups to write poems, sing songs, take part in ‘fashion shows’ and create treasured items to keep and enjoy. The individual talents were showcased on a colourful, themed ‘Little Garden Stage’ within an encouraging, supportive setting. The Starship Foundation’s Corporate Partnerships Manager said that “feedback from the teachers had been overwhelmingly positive, and all of the children loved it.”

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