A new programme, created by Saatchi & Saatchi to help families explore New Zealand’s great outdoors and take action for nature, has been launched by Toyota and the Department of Conservation.
Toyota Kiwi Guardians aims to increase Kiwi kids’ connection with the natural world across the nation.
“Research has demonstrated that children can establish lifelong connections to nature if they actively engage with it between the ages of 6-10,” says DOC national outreach and education manager Sarah Murray.
“The idea allows young people to have ownership over our conservation land – to feel part of it and want to care for it into the future. It’s also about getting outside and having lots of fun!”
Toyota Kiwi Guardians has been developed by the Department of Conservation in partnership with Toyota and local land-owners and managers. It highlights family-friendly activities at specific sites that support kids to engage their senses, take risks and, ultimately, earn themselves a medal in the outdoors.
“We are excited to be a part of a programme that decreases screen time and increases nature time for our kids, at the same time it will encourage young New Zealander’s to conserve our natural environment and have fun doing it,” says Toyota New Zealand ceo Alistair Davis.
“Like DOC, Toyota is passionate about making it easy for families to have great experiences in our national parks and reserves and realize they are worth protecting.”
Sarah Murray says the goal of the conservation programme is to turn our Kiwi kids into guardians of the land and sea. “Thanks to the partnership with Toyota, DOC’s been able to draw on some of the latest thinking and approaches for achieving this,” she says.
The programme is designed to aid families in large urban centres to take advantage of their nearby opportunities. There are currently 20 sites across New Zealand, providing opportunities to residents in Auckland, Napier, Palmerston North, New Plymouth, Christchurch and Dunedin, and an estimated 50 more sites will be operational by the end of 2016.
The Kiwi Guardians programme was created for Toyota and DOC by Saatchi & Saatchi New Zealand. Joint ECD Guy Roberts said: “The challenge presented to us as an agency was to create a programme that embraced technology while driving a nation of digitally connected kids to experience adventures in the real world.
“We think the Guardian’s Programme is the perfect blend of both, celebrating the fun, free experiences in nature all New Zealand kids and families can access.”
CREDITS
TOYOTA
CEO: Alistair Davis
General Manager, Marketing & Used Vehicles: Andrew Davis
Manager, Marketing Operational: Susanne Hardy
Customer Services Coordinator – Marketing: Katie Moffat
DOC
Outreach and Education Programme Developer: Anita Anderson
Senior Brand and Campaign Advisor: Sarah Cox
Business Development Manager: Christine Officer
SAATCHI & SAATCHI
ECD: Guy Roberts & Corey Chalmers
Managing Director: Paul Wilson
Digital Creative Director: Terry Williams-Willcock
Creative Director: Chris Childerhouse
Senior Designer: Rob Flynn
Head of Content: Jane Oak
Motion Graphics: Tomas Cottle
Business Director: Susie Darling
Senior Account Manager: Stephanie Hueber
FLUX
Head Of Design: Alan Cochrane
Design / Director: Mike Howie
Design / Director: Shane Taylor
Producer: Sue Chambers
TOYBOX
Live Action Director: Chris Clark
Exec Content Producer: Sam McCauley
DoP: Adam Clark
Offline Editor: Alex O’Shaughnessy
Animation Director: Dylan Coburn
Animation/VFX Producer: Al McKay
Colourist: Andrew Brown
Flame Artist: Leoni Willis
FRANKLIN RD
Sound engineer: Shane Taipari
Music Composer: Mahuia Bridgman-Cooper
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