plant your pants
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As Digital Manager at a national charity supporting disadvantaged children, I led the annual Plant Your Pants (PYP) campaign, managing the full lifecycle of the product from research, insights, journey mapping, ideation, prototyping, implementation, and evaluation. PYP engages participants in an 8-week soil-based activity, supported by digital resources and a personalised e-learning journey tailored to different audience types, including teachers and families.
Challenge: Manual scheduling of emails created operational complexity, stretched multiple teams over four months, and caused inconsistent participant experiences for late registrants. Repeat engagement was low, and limited integration with core programmes reduced internal buy-in.
Action: Working closely with the IT team, I reimagined the campaign’s operational model through service design principles:
Efficiency & flow - Leveraging existing resources, automated the e-learning journey, ensuring timely, complete delivery for all participants while reducing manual coordination across teams and cutting resource strain.
Personalisation & context -Tailored communications to participant type and journey stage, improving relevance and engagement.
Clarity, simplicity & consistency - Streamlined messaging and digital touchpoints to create an intuitive, predictable experience across all stages of the campaign.
Build trust & transparency: Provided clear guidance and feedback loops throughout the activity.
Impact: Process improvements and automation achieved personalised, efficient, and consistent engagement, allowing the team to focus on strategic growth rather than manual execution.
Soil is one of the most underrated wonders of the world - key to tackling many of the most significant issues we face today,
climate change, how to feed our growing population, mitigating floods and creating new medicines.
Yet we know so little about it.
Plant Your Pants aims to get everyone connected to this rich resource. It's the first step in a life-long journey to discover that soil is much more than mud.
Funded by Hiscox Foundation: The Country Trust
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