Gardening is no longer just for older generations. For National Children's Gardening Week, we helped Dobbies reach an even younger audience with a story about gardening as a family: time away from technology that teaches children about plants, wildlife and the environment. A Dobbies gardening expert went on air across a radio day of interviews, telling listeners about the free Little Seedlings Club for children aged 4 to 10, which has more than 15,000 annual attendees. The broadcast PR campaign secured 20 items of radio coverage reaching 3.7 million listeners, including Sky News Radio, Radio News Hub, BBC Radio Kent and BBC Radio Cambridgeshire.
20Items of coverage
3.7 millionCombined reach
2h 07mTime on air
Coverage highlights
Sky News RadioNational news network
Radio News HubNational news network
BBC Radio KentBBC radio
BBC Radio CambridgeshireBBC radio
The story
Dobbies, National Children's Gardening Week
The aim
Dobbies wanted to grow brand presence across the UK and position itself as an authoritative voice in gardening.
The message
Gardening as a family is a great way to spend time away from technology and teaches children about plants, wildlife and the environment. The free Little Seedlings Club is open to children aged 4 to 10.
The angle
Gardening is no longer just for older generations, and Dobbies wanted to reach an even younger audience. Its free Little Seedlings Club for children aged 4 to 10 has more than 15,000 annual attendees.
On air
A Dobbies gardening expert
The result
20 items of coverage reaching 3.7 million, including Sky News Radio, Radio News Hub and BBC Radio Kent.
More campaigns for Dobbies
Dobbies has come back to Relations Group for other broadcast PR campaigns:
National Children's Gardening Week is an annual week that encourages children and families to get into gardening through activities and projects. The campaign website is run by the Horticultural Trades Association and supported by garden centres and gardening groups. The 2026 edition ran from 23 to 31 May. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning National Children's Gardening Week for 2027?
National Children's Gardening Week usually runs around the late spring half term; the 2027 dates have not yet been confirmed by the organiser. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
