RHS gives green fingers to children

Campaign: School Gardening Client: Royal Horticultural Society PR team: In-house Timescale: September-October 2008 Budget: £500 (cost of photography)

 

Campaign for School Gardening, C4SG, run by the Royal Horticultural Society (RHS), is a nationwide campaign that encourages schools to create school gardens, teach the national curriculum outdoors and promote the life skill of gardening.

OBJECTIVES

- To increase traffic to the website by 30 per cent

- To encourage more schools to sign up

- To publicise the charity's commitment to working with schools

- To position C4SG as a major health and environmental initiative

STRATEGY AND PLAN

Blue Peter gardener Chris Collins was signed up for the launch and the team decided to use case studies.

Two London schools and 20 national schools were chosen to highlight how the gardens used small spaces and promoted healthy eating. Tea parties showed the campaign's fun side and provided pictures.

MEASUREMENT AND EVALUATION

London Tonight filmed Collins and pupils harvesting vegetables for their lunchtime meal, and BBC Newsround filmed a school in the following week. The London schools' photo call gained coverage in the South London Press and the South London Guardian.

RESULTS

Around 900 schools joined.The website's hits jumped 34 per cent and had a 51 per cent registration page increase.

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