PROBLEM STATEMENT
The bee population is decreasing every year from issues such as diseases, climate change and pesticides, combined with our lack of awareness and action to change the course of direction. We are not only facing an extinction of bees that will impact our eco system, we could be facing extinction of humankind. As a result, our young generation are feeling overwhelmed and helpless towards their future wellbeing.
KEY ISSUES
Bee hive colonies are declining year on year
Harmful pesticides are still being used on crops, council parks and backyards that are contributing to the decline in bee population.
Major disease, known as Varroa mite is killing off bees globally
Young children/teenagers are feeling overwhelmed on the future of the world
“If bees were to disappear from the face of the earth,
humans would have just four years left to live”
Sir David Attenborough
57%
of teenagers were scared of climate change
6-17
ages of children that were being diagnosed with anxiety
70%
of Australians aged between 7-25 years
understand what climate change is
95%
of young Australians believed it’s a serious problem
37%
believed that their actions would make a difference
28%
believed that their opinion on the topic would be heard
HYPOTHESIS
Give a man a fish and you feed him for the day.
Teach him how to fish and you feed him for a lifetime.
(Chinese philosopher Lao Tzu)
JUST IMAGINE
If we could reverse the damaged done to the ecosystem.
If we could help save the bees by feeding the the bees, and as a result, grow their population
If we could give a voice and empower the younger generation
Instead of suppressing their desire to make a change, we include them in the solution.
WHAT IF
We target children 6-18 years of age?
We provide an alternative solution?
We are able to create a new mindset for future generations?
We push a curiosity?
We teach them absorbable knowledge?
Young children felt less anxious and in control?
THE GOAL
Our aim is to save the bees by teaching a young generation what it means to be involved in saving the planet.
Our goal is to reach as many young children as possible through the education system by creating a fun and safe environment.
Our message is simple, every little person and every little bee plays a huge role in the world, and we all matter.
This message of their importance creates a feeling of being a valuable member of their school, their families, their communities and essentially, their planet.
PRINCIPLES
Every little action counts to the bigger picture
We can all make a difference
Children are as much part of the change as adults are
Educate young children today and lead to a better tomorrow
CORE VALUES
Community and belonging
Sense of purpose
We are all valuable members of the world
COMPETITOR ANALYSIS
HEALTHY HAROLD
Healthy Harold are an Australian mobile service that goes to primary schools to educate children about healthy choices they should make for now and towards their future. Established in 1979, they have reached over 710,000 children. They also have take home modules to continue learning with their parents at their own time. Their website has information about their learning offerings and also an online shop for children to be able to purchase merchandise.
Strengths
• Healthy Harold is an established service.
• Partnered with major networks.
• They nurture children’s learning in a fun and engaging environment.
Weaknesses
• They don’t continue building their relationship after the visits have taken place.
• Their social media lacks a strong connection with young children.
• There is a lack of communication afterwards which doesn’t allow children to have the opportunity to share what they have learned.
THE WHEEN BEE FOUNDATION
Founded in 2009, The Wheen Bee foundation are an Australian non for profit charity, supporting honey bee research. Their mission is to see healthy bees and a healthy eco system. In addition, they offer modular workshops to participating schools across Australia in both primary and high school.
Pricing for school incursions: $290 + GST per module. Min 2 per day. Length 90mins per module.
Strengths
• Beautifully designed website.
• Encourages their audience to support bees through buying Australian products.
• Their school work shop called Bee Active is exciting for children.
Weaknesses
• They don’t actively reach out to the public.
• Their social media channels lack engagement.
• The Bee active program is very structured.
• The price is costly for schools to participate in and may become a hindrance to their decision.
CURRENT TRENDS THROUGH MEDIA
There are currently many documentaries, articles and charities raising awareness on how to save bees. The most famous of them includes documentaries hosted by Sir David Attenborough.
OVERVIEW
Articles and documentaries have been created for anyone who is interested to read or watch. They are extremely informative and encourage us to understand the bees importance to the ecosystem. Teaching us the ins and outs of bees, what they do, what’s happening to them and how we can help to improve the population of bees.
THE ISSUE
Whilst this has reached a wide concerning audience, the issue is unless you are interested or proactively research the topic, they are not part of the mainstream media, meaning the general population are still unaware. Because it is also not aimed to anyone specific, the message gets lost among people. Their outcome is left being unfulfilled.
More needs to be done proactively to reach the right demographic, and give intention to the message we are attempting to spread.
SOLUTION
MEET THE HONEY CREW
The Honey Crew is a non for profit organisation that goes to participating schools, planting flowers with children to indirectly teach them about the ecosystem, agriculture and of course bees. It gives them the tools to feel as though they are in control and helping the planet on their terms.
OUR PHYSICAL REACH
Starting with NSW to test the market, our sun safe uniformed drivers, travel across the metropolitan parts of Sydney, with branded cars that are stocked with plants and equipment.
Every car will have the capacity to reach 2 schools per day, 5 days a week.
2,400
That’s how many students we have the potential to plant with every term!
OUR TARGET MARKET
PRIMARY
Our primary target are young children aged between 6-12. We aim to reach this audience through participating primary schools across Metropolitan NSW to begin with, and hope to
grow across Australia over time, with the support of local communities.
SECONDARY
Our secondary target are aged between 13-18 that we hope to reach through our social media channels as we build engaging content to spread awareness, knowledge and provide a safe platform for our young generation to be heard.
In addition, because it is a young audience, we would also ensure that our language used on social media is safe, respectful, understandable,
but also easy for carers to be able to follow and digest, in order to help guide and navigate for their children to use under their care.
HOW IT WORKS
The Honey Crew grow all sorts of plants that bees can collect pollen from, through out the year, and just as they sprout, we take them to the participating schools and replant them in the schools garden with the children. Once we arrive at the school, the participating group of children come to help us replant the flowers. This not only gets them outside and active, but it also stimulates their mind with the hands on interaction.
After we leave, they send us photos/videos of their growing garden that they proudly created. We post all of our students work through our social media channels to show how amazing it looks but also entice others to join in the fun and help feed the bees.
Our first interaction with the children is our main project, however our other aim is to continue this relationship, whilst building awareness and education on this matter through the use of social media.
THE FOLLOW UPS
After we finish planting with the children, we leave behind activity books,
brochures and seeds that they can continue to play with at their own time.
OUR ONLINE PRESENCE
THE WEBSITE
Our website is the home of all our work and information that we do.
It’s a place for parents, children, teachers and anyone interested in our
work that wants to make a difference for themselves, the bees and their future.
Our site solidifies our connection to our growing community, both face to face and online.
Our website includes
• About us / mission / donations / contact us
• Information and updates about bees
• Our work / progress and money raised
• Information on Honey crews visits
• Games and activities
• Shopping
• Blogs and Videos
SOCIAL MEDIA
Our social channels are designed to continue the relationship we have created with the children we visited. It’s also there to harvest new relationships and provide a platform for information to be heard and shared. This is also where we share the schools content, and where children can have a voice and be listened to. As a bonus, social media is a free platform for us to post our content, that has the ability to reach people organically.
Channels included
• Tiktok
• Youtube
HOW IT TRANSCENDS CONSTRAINTS
The Honey Crew wants to work together to make a better future.
It’s a relationship we want to develop and nurture with our young contributors.
• Its based on working together
• Its created to give a voice to the younger generation, making them feel valued
• We strive on raising awareness and funds whilst continuing to give back to the community
• It’s about instilling good habits learned in childhood to continue through adulthood
• It’s about our young generation feeling in control of their future
BRANDING
Did you know that bee’s favourite colours are blues, yellows and oranges? With this in mind, along with attempting to engage with our young audience, we aim to use bright and colourful illustrations to communicate our mission and connect with our young members.
Our imperfect illustrations capture innocence. It shows we’re not all perfect, but we want to be seen, we want to be heard, we aren’t afraid to stand out. Aligning our branding with the children’s voices we want to hear.
The name “Honey Crew” describes the idea that we are a group of people on a mission. Honey, although relating to bee’s, also depicts a feeling of sweet, kind and caring characteristics, giving personality to the crew and personifying the mission.
Overall, we want to ensure our name and visuals match the experience we aim to create with children.
CONCLUSION
The Honey Crew believes it’s not too late to make a difference.
In order to make our mission work, we need to create a safe environment for kids to be a part of, we need to create a platform for them to be heard, all whilst spreading awareness to our young community specifically, because we know that they are not only concerned about their future, but they want to make the changes to help make it a better place for them to live in.
Our mission demands interaction, it demands action, it demands attention. These 3 components create an instant desire to be addressed.
Children want to be heard, children want to be valued, children want to be active members of our community. By giving them this safe environment to be involved in and create change on their terms, we can blossom together and save the future of our earth.
