AUCKLAND, Today: Land Rover – with help from Special PR and media agency Together – has unveiled a new charitable partnership with the Sir John Kirwan Foundation, announcing a nationwide activation to raise funds and awareness for mental health.
Land Rover national marketing manager Luke Meurant said: “Sir John will embark on a 2100km landmark drive across Aotearoa with eight public events, and an ambitious pledge to raise enough money to roll his Mitey initiative into 40 new schools.
“Mitey is a fresh approach to teaching mental health as part of the New Zealand curriculum, enabling children to learn about it at school, every day, just like literacy and maths.”
The partnership has been devised and executed by Special PR, with the agency responsible for overarching development, media relations, event activation and content creation.
Together has supported the campaign through an integrated partnership with TVNZ’s Seven Sharp, as well as microsite development, media partnership leverage and social and digital amplification.
Luke Meurant: “We’re pleased to create a campaign with real purpose, one where we are using our resources and reach to be a force for good. Sir John has long been a friend of the brand, and now we’re proud to deepen that relationship with a campaign that’s designed to improve the future environment for all New Zealanders.”
“The campaign was launched last night on TVNZ’s Seven Sharp.”
Special head of PR Kelly Grindle said: “It’s not every day you have a client who wants you to concentrate on fundraising as opposed to brand exposure – but every decision Land Rover has taken in the development of this campaign has been focused on doing what’s right for the Sir John Kirwan Foundation.
“We have an ambitious fundraising target, and I hope all New Zealanders will get behind this campaign, because together we can make a real difference.”
The campaign was launched last night on TVNZ’s Seven Sharp. Kirwan is holding events from July 1-12, stretching from Auckland to Invercargill.
Seven Sharp will schedule crosses to Kirwan across the course of his ambitious drive, helping to drum up fundraising and awareness for the cause.
There’s also an ongoing PR programme, social content, and the conversion of media sponsorships such as the Mike Hosking Breakfast on Newstalk ZB.
Mitey was developed over two years by the Sir John Kirwan Foundation with input from specialists at Auckland University, as well as NZ educators, teachers and clinicians.
Kelly Grindle: “Provided free to New Zealand primary and intermediate schools, Mitey has already positively impacted more than 12,000 New Zealand children.
“Show your support by texting MITEY to 2449 for an instant $3 donation.”
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