From left: Sinikiwe Makove, Head of Programmes at CAMFED Zimbabwe, Miranda Curtis, Board Chair of CAMFED International, and Clarah Zinyama, Chair of the CAMFED Association in Zimbabwe and climate-smart Agriculture specialist, celebrating the CAMFED Garden winning the Gold medal in the ‘Space to Grow’ category at the RHS
Brief
Drive awareness of CAMFED’s community-led girls’ education and women’s empowerment model, and the importance of female-led innovations in climate-smart agriculture to nourish school communities.
Garden designer’s idea
Bring a rural Zimbabwean classroom and school garden to the Chelsea Flower Show.
PR strategy
KISS was appointed undertake a solid media relations campaign to disrupt the traditional Chelsea scene, capture the hearts and minds of the British public and launch CAMFED’s #SeeGrowth campaign.
Results
We developed a strong bank of press release material and arranged interviews with key CAMFED spokespeople before, during and after the Chelsea Flower Show with media such as BBC News, The Telegraph, BBC Radio 4, BBC World Service, The Financial Times and Good Housekeeping. In total CAMFED was featured in over 63 consumer and trade outlets via print, online, radio and TV - many of these media outlets would not normally place such focus on the show. KISS estimated the total audience reach during the campaign was around 100 million.
BBC Look East interviewing CAMFED Association leader Clarah Zinyama about the climate-smart features of the school garden. Photo: CAMFED/Anke Adams
Got a project like this you’d like to talk about?
Then give Jane a call. Jane heads up the CAMFED account and is a PR and communications expert.
- 07530 186752
- jane@kisscom.co.uk
