All Blacks legend Sir John Kirwan will embark in a 2,100 km landmark drive across Aotearoa with eight public events, and an ambitious pledge to raise enough money to roll his Mitey initiative into 40 new schools.

Mitey is a fresh approach to teaching mental health as part of the New Zealand curriculum, enabling children to learn about it at school, every day, just like literacy and maths.

The partnership has been devised and executed by Special PR, with the agency responsible for overarching development, media relations, event activation and content creation.

Media agency Together has supported the campaign through an integrated partnership with TVNZ’s Seven Sharp, as well as microsite development, media partnership leverage and social and digital amplification.

Says Luke Meurant, national marketing manager, Land Rover: “We’re pleased to unveil a campaign with real purpose, one where we are using our resources and reach to be a force for good. Sir John has long been a friend of the brand, and now we’re proud to deepen that relationship with a campaign that’s designed to improve the future environment for all New Zealanders.”

Says Kelly Grindle, head of PR and influence at Special PR: “It’s not every day you have a client who wants you to concentrate on fundraising as opposed to brand exposure – but every decision Land Rover have taken in the development of this campaign has been focused on doing what’s right for the Sir John Kirwan Foundation. We have an ambitious fundraising target, and I hope all New Zealanders will get behind this campaign, because together we can make a real difference.”

The campaign was launched last night with an exclusive slot on TVNZ’s Seven Sharp, with Sir John holding events from July 1st – July 12th stretching from Auckland to Invercargill.

In an unprecedented partnership with Seven Sharp, the flagship current affairs show will schedule crosses to Sir John Kirwan across the course of his ambitious drive, helping to drum up fundraising and awareness for the cause.

Further attention will be maintained through an ongoing PR programme, social content, and the conversion of flagship media sponsorships such as the Mike Hosking breakfast on Newstalk ZB.

Mitey was developed over two years by the Sir John Kirwan Foundation with input from highly experienced specialists from the University of Auckland as well as New Zealand educators, teachers and clinicians.

Provided free to New Zealand primary and intermediate schools, Mitey has already positively impacted more than 12,000 New Zealand children.

To find out more visit www.themiteydrive.org, or show your support to Sir John Kirwan by texting ‘MITEY’ to 2449 for an instant $3 donation.