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Grow Wild

Kew Gardens’ Big Lottery Fund ‘Grow Wild’ initiative embarks on integrated campaign with Arena

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By Gillian West, Social media manager

October 15, 2013 | 2 min read

‘Grow Wild’, an initiative led by the Royal Botanic Gardens, Kew, and funded by the Big Lottery Fund (BIG), has engaged media planning and buying agency Arena to help encourage people to get involved with an integrated campaign.

Created by Mad River and planned and bought by Arena the campaign will run across radio, social media, local press and blogger outreach, as the project launches in Scotland, before rolling out across the UK over the next three years, awarding one wildlife-friendly project in each region funding to help rejuvenate urban sites, gardens and windowsills, turning them into patches for wild flowers.

Andrew Ormston, Grow Wild Scottish partnerships, commented: “People across Scotland have the opportunity to decide which of these imaginative and engaging projects win £100,000 funding to transform under-used areas in their local communities…Community projects such as these help to improve community relationships, give younger people better access to outdoor space with benefits to health and wellbeing, as well enabling people to enjoy seeing wild flowers in urban areas.”

Focussing on areas in need of regeneration Grow Wild allows people to vote for the community growing projects they believe would benefit most from funding.

“It’s a great chance for people to get back to their green roots and bring more life and colour to the places where they live. The vote is open now, so please visit the website and get voting for your favourite site,” said Big Lottery Fund Scotland chair, Maureen McGinn.

Anna Beynon, account manager at Arena, added: “This is a fantastic project that’s all about thinking big, and acting locally. Through a highly targeted supporting campaign – where local radio is an integral channel – we look forward to helping spread the Grow Wild message far and wide, getting as many people involved as possible.”

Voting is open on the Grow Wild website until Sunday 3 November for the three Scottish projects hoping for funding, with the transformed site to be revealed in spring 2014.

Grow Wild

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