More and more young parents are not teaching their kids where food originates.

Education around healthy food and eating aimed at kids is at an all-time low in Australia. Worse still, kids are spending more time indoors, consuming TV and playing with parents’ smartphones.

So we partnered with kids’ TV show dirtgirlworld and created a digital solution to help educate kids that healthy food comes from the earth – not wrapped in plastic. We created a branded content solution by launching a range of seeds + video app.

By using the same mobile tech kids usually use indoors, we lured them into the garden so they could learn about growing food for real. The dirtgirlworld brand promotes sustainability and healthy eating – so we created a branded activity for kids and parents to directly engage with these brand values. Never before have natural seeds come with such fun growing instructions.

We used the app and seeds to launch World Planting Day, which saw hundreds of Australian schools respond by adopting the idea for education. dirtgirlworld has even seen Clarence Valley Council in Australia adapting their waste management project and branding all their recycling waste trucks with messages to get local kids growing their own food and sustainable thinking. The response to this activity has helped the dirtgirlworld brand grow beyond the TV screen and into gardens and schools. The mobile app has helped dirtgirlworld pick up a digital Emmy.