Rosie’s Dairy Doing Good campaign has been running for the past year, taking children on a journey between paddock and plate, to find out where their milk comes from. The campaign provides children with bite-sized and easy-to-digest facts about dairy and dairying, explaining what can often be complex scientific processes.
The campaign’s launch competition found a real-life co-star for Rosie, Nate Cunis. He’s joined Rosie on her adventure, finding out about the goodness of dairy and nutritional dairy recipes. He’s also discovered the many connections it takes to get milk from the farm to the factories and now he’s taken a look at the environmental initiatives farmers are using to look after their land.
A new video for children follows Rosie and Nate as they visit Andrew and Jenny Hayes’ Waikato farm to see their environmental efforts in action, including waterway fencing and riparian planting. Key facts and photos on the Rosie’s World website also help to share farmers’ stories on how they’re looking after the environment.
The six-week campaign, which ran from 29 June to 10 August, received 8371 entries into the weekly educational quiz competition on the Rosie’s World website. The winners were Emily Jackson from Auckland and Dante Anderton from Cambridge.
DairyNZ external engagement manager Phillipa Adam says partnering with children’s TV programme What Now has helped connect kids with Rosie and the dairy story.
“What Now has a renewed focus on featuring great local content. They now have a ‘roaming studio’, filming live at different locations around New Zealand every Sunday.
“During the campaign, What Now featured a riparian planting demonstration with children from the audience and made ice cream using DairyNZ’s ice cream kit (which was delivered to 10,500 children as part of an in-school science lesson). The programme also visited a Ngāi Tahu farm in Canterbury, interviewing Piripi Perry and his daughters Te Kura and Fay to find out about the planting they’ve done on the farm and other environmental initiatives,” says Phillipa.
Check out the What Now videos at rosiesworld.co.nz/moovies
Farmers feature in Rosie video
The Hayes' Waikato family farm, which borders Lake Kaituna in Horsham Downs, was used as the location for Rosie and Nate’s new video.
The Hayes have been instrumental in the protection and survival of the peat lake. In 2001, Andrew Hayes was concerned that the lake was being overtaken by invasive willow, and realised it was time to take action. Andrew retired land around the lake edge to create riparian planting zones and make way for native plants to grow once again. Seventeen years on, a care group including the family, local council and the Department of Conservation (DOC) actively care for the lake.
This article was originally published in Inside Dairy September 2018