The nationwide school programme features characters Kiki Kiwi and friends, who have been brought to life in the book Kiki Kiwi and Friends: The Travelling Trash by children’s author Chris Gurney and illustrator Ross Kinnaird.
The book is to be read in parallel with ‘Litter Less’ educational worksheets, also adapted by Spark PR & Activate for the New Zealand market.
The Kiki Kiwi and Friends ‘Litter Less’ programme is going to be made available to schools for free in term three of 2018.
Marketing manager of Keep New Zealand Beautiful Kath Doubleday says the goal is to achieve long-term behavioural change through education.
“We know Kiwi kids will fall in love with Kiki as well,” she says.
Managing director of Spark PR & Activate Dallas Gurney adds it was the first time it’s been tasked with coming up with a kids storybook, which demonstrates how content comes in many forms in 2018.
Keep New Zealand Beautiful’s ‘Litter Less’ work follows a multi-media campaign released by FCB earlier this year, featuring Mama Nature.
Mama Nature is all about loving the planet and keeping New Zealand “Be-yooo-diful” but years of cleaning up after everyone has seen an end to her unconditional love. Instead, she gets payback on those who litter.
The ‘Mama Nature’ campaign is the first major above-the-line campaign for Keep New Zealand Beautiful since its ‘Do the Right Thing’ and ‘Be A Tidy Kiwi’ campaigns, which ran in the 1980s and 1990s.
FCB won the account to work on the campaign following an announcement last year that the government would be on an investing $3 million in a behavioural change campaign.