How do you whet children’s appetite for fresh vegetables? How do you cultivate their green fingers? We helped organic fertiliser manufacturer OSMO launch ‘See them grow!’, an educational garden project to make primary schools greener which at the same time involves the children. Because the children of today are the consumers of tomorrow.

Communication adapted to young target group

Grow your own vegetables, an educational and fun concept. But we needed more to be able to persuade the primary schools to integrate this into the curriculum. We devised the communication concept, concocted the refreshing design and elaborated all the tools, offline and online. We ensured a clear call to action since only the first 300 primary schools to respond were given a free starter pack. Responding quickly was key.

Celebrity takes them to the top

With the campaign and attractive direct mailing, the campaign would have received plenty response. But we took this project to the next step by inviting Dina Tersago to become the face of ‘See them grow’ and motivate the students to participate. What’s in it for them? The title of Greenest School in Flanders and a main prize of 1000 euros.

Noncommittal mailing or a complicated campagne, but an accessible project and a fresh communication concept put youth really to action.