Keep Australia Beautiful Week is held late August each year to raise awareness about the simple things we can all do in our daily lives to reduce our impact on the environment and encourage action. Celina Farrell, who was head of Scholastic Book Clubs at the time, was approached by KAB to help promote this initiative in Australian schools. She recognised a strategic alignment in the educational content Keep Australia Beautiful was able to provide for schools and Scholastic’s goal of providing a higher level of classroom support to Australian teachers. In 2008 Scholastic entered a promotional partnership with KAB to grow awareness and support of Keep Australia Beautiful Week amongst Australian schools.
Celina and her team started with campaign strategy planning. They created an engaging challenge for teachers and their students with a fun classroom activity–Score Points for the Environment. Keep Australia Beautiful were given recommendations on high impact marketing strategies and landing page optimisation for www.kab.org.au. Don Burke and Mobile Muster were brought on as campaign partners. Schools were encouraged to get their local media involved with a pre-prepared media release generating over 140 articles in under 3 weeks.
A national advertising campaign was implemented by the Scholastic team with Book Clubs distributing educational packs created by the Scholastic team in partnership with Keep Australia Beautiful.
There were three elements to the campaign.
- A Score Points for the Environment Pack was given to every teacher in Australia.
The aim was for every classroom in Australia to score 100 points for the environment. Points were tracked by individual participating classrooms using a tracking poster supplied. When the class reached their goal, they were sent a certificate of achievement.
- Earn Bonus Points
Schools who helped spread the word by letting their local media know what they were doing were given bonus points.
- Score Points for the Environment Competition
Teachers who ran a curriculum-linked classroom program to design a sustainable garden for their school were entered into a draw to win one of four gardens built by Don Burke and his team.
In under one month the campaign reached over 10,000 schools and KAB saw a 125% increase in website traffic to their campaign pages. Students around Australia scored 174,678 points for the environment and were inspired to create plans for sustainable gardens. Many schools implemented these garden projects. The competition winners enjoyed a visit from Don Burke and his team to help build their garden.