Ideaworks goes green with plant/life balance campaign

The main idea behind the campaign was to improve the plant/life balance of Australians as scientific studies have shown that exposure to plants can improve people’s air quality, decrease their stress levels and reduce background noise.

“As increasing numbers of Australians work longer hours, live in apartments and have really low maintenance gardens, the real benefits of green life are lost.  The improve your plant/life balance programme will help the industry thrive,” explained Robert Prince, CEO of Nursery & Garden Industry Association, looking to bolster the growth of Australia’s gardening and nursery business valued at A$6.5 billion (US$6.6 billion).

During the course of the next 12 weeks, each plant will invite its new owner to join the ‘Put a plant on your desk’ Facebook app. The app would enable users to give their plants a name, share photos, dress them up, take them out to lunch, win prizes and find out facts about their very own plant. In addition, those who were not lucky enough to receive a plant can make use of a plant matcher that would readily identify an ideal plant partner for that particular person.

Aden Hepburn, head of digital at Ideaworks, admits the campaign is an ambitious one that blends the digital and real worlds together, bringing an element of fun and interaction in the office to help produce a better working environment. “The Facebook app essentially teaches you how to look after an indoor plant, but here you’ll be doing it with all your Facebook friends.”

“We all have a latent knowledge that exposure to plant life is good for us. This campaign is a way to bring these positive benefits to life and have a bit of fun,” added Andrew Fraser, ECD at Ideaworks.