Rosie’s new campaign ‘Dairy Doing Good’ will focus her sights on sharing stories about the many ways dairying touches New Zealanders’ lives.
The campaign is part of a wider DairyNZ initiative to build pride in dairy and increase the public’s knowledge about the positive impacts of dairying, says external engagement manager Phillipa Adam.
“Rosie’s campaign will share stories that take children on a journey from plate to paddock,” says Phillipa.
“By exploring the dairy journey beyond the farm gate, we hope to increase the relevance for urban children. We can reveal the many ways dairy affects their lives in ways they may not have been aware of.
“Using Rosie to share dairying stories has proved to be a popular way to engage children.”
Through the campaign, children will learn about the full dairy value chain, looking at dairy products, people, communities and our environment.
“Ultimately we want children to have an increased understanding of dairy farming and a positive perception of dairying both in general terms and as a possible future career,” says Phillipa. “We want to instil pride of dairy in all kids – both urban and rural – and for them to be able to associate the story of dairy farming with the dairy products they consume.”
Rosie's search for a co-star
To help get children engaged in Rosie’s next adventure exploring Dairy Doing Good, a competition was held to find an enthusiastic young Kiwi to be New Zealand’s next mooovie star.
Children from all over the country auditioned for the role of Rosie’s real-life co-star and the talented winner is seven-year-old Nate Cunis, from Whangarei.
This month, Rosie and Nate begin their Dairy Doing Good adventure, launching on TVNZ’s What Now programme, and following on across multiple channels such as the Rosie’s World website, social media, video blogs, e-newsletters and online advertising. Learn more at rosiesworld.co.nz.
This article was originally published in Inside Dairy October 2017