Give It A Grow | 2019 Impact Report | Hubbub

GIVE IT A GROW Impact report October 2019

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Contents Issue

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Ambition

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About the campaign

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Growing a following

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Tools for change

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Impact

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PR and social media

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Plant giveaway

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Where the kits have gone

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Where people are planting kits

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Feedback

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Issue More and more of us are moving into urban areas, with 60% of the world’s population expected to live in cities by 2050. ​ ​ The UK is seeing a similar trend, with London’s population expected to increase from 8.7 million to 11 million by 2050.​ ​ This puts a lot of pressure to create green urban areas, which has a proven positive effect on physical and mental health, provides food and habitats for wildlife including pollinators, and helps mitigate the effects of climate change.

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Ambition #GiveItAGrow is a campaign created by Hubbub in partnership with the Mayor of London, as part of the ongoing commitment to make London a National Park City. ​ The campaign aims to give Londoners the tools and inspiration they need to take an active part in making London greener and wilder.​

To achieve this we: ​

Ran a positive, playful communications campaign encouraging Londoners to give growing a go, whatever their space or skills. ​

Gave away 10,000 #GiveItAGrow planting kits. ​

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Built a database of Londoners who will receive ongoing tips and ideas for making their home - and London - greener and wilder.

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About the campaign Insight ​ ​

Collaboration​ ​

The campaign was informed by Londonwide polling of 2000 adults. This revealed that 2/3 of Londoners want to learn more about growing at home and choosing plants suitable for their space, but that many lack the confidence and knowledge to get started.

The campaign was supported by Starbucks, IKEA and B&Q. Planting kit contents were provided by Epic Print, Mr. Fothergills, Fertile Fibres and Pulp Tec Ltd.

We found that the main motivations for growing at home were to make their home nicer, boost wellbeing and to help the environment, with 3/4 of Londoners saying that they think more green spaces would make London a nicer place to live and work.

Further insights were gathered through interviews and consultations with expert gardeners, retailers and suppliers.

These learnings were integrated into the campaign messaging and the design of the planting kit.

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Growing a following Communications To get Londoners excited about growing, whatever their space or skills, we created a website filled with simple growing tips, upcycling ideas, and information about the benefits of green urban spaces. ​ ​ This included blogs from expert gardeners Jack Wallington and Kate Bradbury on how to grow easy edibles indoors and attracting wildlife to your garden. ​ ​ The website was launched as part of the National Park City Festival (19 – 28th July) with a social media campaign and a series of growing workshops at IKEA Greenwich.​ ​ Playful, positive videos and creative assets were used to grab people’s attention and create a conversation about how we can all be part of making London a greener and wilder National Park City.

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Tools for change Planting kits The insight phase revealed how lack of confidence and knowledge are key barriers to growing at home. ​ ​ To give people the tools to give growing a go we designed the #GiveItAGrow planting kit, an environmentally-friendly kit suitable for first-time growers and small spaces. ​ The kit was filled with:

Quick-growing parsley and basil seeds.

Hello,

Organic “coir” block a growing matter made from coconut trees.

Growing booklet printed on paper made from recycled coffee cups (we love this bit a latte).

Pulp tray for planting your herbs in.

​ The social media campaign encouraged people to sign up to the #GiveItAGrow newsletter to be the first to hear about the planting kit giveaway in September.

Newsletter had more than 5000 signs up before the giveaway.

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Impact 2.9 million Twitter reach

20 schools

and community groups received planting kits

1500

tweets from 580 contributors

24k video views

59k

website page views

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19 pieces of

coverage with 40 million opportunities to see

5800 sign ups to the newsletter

10,000 planting kits given away

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PR and social media We had great response to the communications campaign, with more than 5800 people signing up to the #GiveItAGrow newsletter, 43,000 unique visits to the campaign website, and a Twitter reach of more than 2.9 million. ​

PR ​

​Twitter​

• 19 pieces of coverage​ • 40 million opportunities to see / hear​ ​ Full coverage report can be found here. ​

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​Website ​

2.9 million people reached ​ 15 million timeline deliveries​ 1500 tweets​ 580 people joining the conversation ​

Facebook​

• 59k page views​ • 43k unique visits ​ ​

• Reach 110k ​ • Impressions: 150k ​ • Link clicks: 3590 ​ ​

Videos​

Instagram​

• 24k views of main campaign video ​

• 559 views of Instagram story

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Planting and kit giveaway 10,000 planting kits were given out to Londoners at IKEA Greenwich, and selected B&Q and Starbucks stores, with 18 collection points in total. ​ In the participating Starbucks stores people could also pick up used coffee grounds and information about how they can be used as a natural fertiliser. ​ ​

Feedback from the public and on social media was very positive, with lots of people having heard about the giveaway beforehand and sharing photos of their kits. ​ ​ 20 schools and community groups got in touch about picking up kits and more than 500 kits were given to schools and groups.

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Where the kits have gone To pick up a kit people were asked to complete a simple survey asking which borough they live in and where they plan to plant their kit. The below map shows the spread of kits across London.

Enfield

Barnet Harrow

Waltham Forest

Haringey

Havering

Brent Camden

Hillingdon

Ealing

Hackney

Islington

Tower Hamlets

Westminster Kensington Hammerand smith Chelsea and Fulham

Hounslow Richmond upon Thames

Redbridge

Newham

City of London Greenwich

Lambeth Wandsworth

Barking and Dagenham

Bexley

Southwark Lewisham

Kingston upon Thames

Merton

None

Bromley Sutton

Croydon

1-50 51-100 101-300 301-500

People outside of London wanted to give it a grow!

501-700 Above 700

399 kits were picked up by people who don’t live in London.

Collection point

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Where people are planting kits

Balcony 16.19%

Window box 6.48%

Garden 61.4% Â

Indoors 23.59% Â

Other 2.71%

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Feedback “I had the pleasure of stumbling across your Give It A Grow scheme in action at my local B&Q – I went in for a light bulb and left with 36 grow kits for school children which, genuinely, made my day!”

“Thank you so much for my kit. I am really pleased with it. I was happy to come into London to pick up my present.”

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"What a fantastic way to involve the public, becoming more aware of our green future!"

"I was delighted to see your initiative."

"The kit is perfect. Fully selfcontained & complete. All the things the kids would need to start planting, and with clear, full, manageable instructions included within."

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Thank you stine@hubbub.org.uk

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