happy song: a regenerative music campaign
What if a song was a seed?
Media Kit + Song Gardener’s Planting Pack
About the Song and Campaign
Welcome to a new kind of music release – one that doesn’t just drop and disappear, but grows. We’re thrilled to introduce dirtgirl’s latest music video: Happy Song – a joyful anthem designed to bloom across Australia and beyond.
This isn’t a drop – it’s a planting.
Just like in nature.
From Mental Health Month in October through to Valentine’s Day in February, Happy Song will be seeded into everyday life through a series of real-world touchpoints and seasonal celebrations. It’s a campaign built to grow joy, nature connection and wellbeing, while inviting participation from communities nationwide.
Created especially with families in mind – but designed to uplift everyone – this is the future of regenerative music. And we know you’re here for it!
This kit contains everything you need to help share this story.
Want to arrange a media or podcast interview? Scroll down for contact details.
Why it Matters
In a time of rising anxiety, climate concern and digital noise, Happy Song offers something refreshingly different:
A shared purpose
A celebration of nature
A reminder that joy is something we can plant and grow together
This campaign isn’t driven by performance – it’s about participation and the simple act of planting a seed. A song to think, dance, care and grow to. A story starter.
Above all, it’s a call to grow happiness together and reconnect with what’s important – one moment, one song, one smile at a time.
A living, growing antidote for disconnection, overwhelm and the pressure to be perfect.
Be the first to watch the new music video: Happy Song!
The Planting Calendar: Activation Timeline
The ‘Planting Calendar’ is an evolving content and campaign calendar that aligns key cultural and environmental moments (like Mental Health Month, National Recycling Week, World Soil Day and Valentine’s Day) with the Is a Song a Seed? activations.
Each entry represents a metaphorical ‘planting’ and storytelling opportunity – a moment to sow a song, share an action, and cultivate engagement across social, digital, and community spaces.
It acts as our social and storytelling map for the year ahead.
Meet dirtgirl
dirtgirl is an eco-warrior, music maker and joy spreader.
With her big orange tractor, infectious tunes and muddy boots, dirtgirl inspires families to ‘get grubby’ – to plant seeds, compost, dance in the rain, and celebrate the little things that make a big difference. Together with her friends scrapboy and Costa the Garden Gnome, she’s the heart of a movement that blends music, nature and kindness into everyday life.
About dirtgirlworld
Created by mememe productions, dirtgirlworld is an award-winning eco-entertainment brand that brings sustainability to life through music, screen, storytelling and play. It began as an Emmy-award-winning animated TV series and has grown into Get Grubby TV, early years education programs, family subscriptions, community engagement, and much-loved live performances.
dirtgirlworld has reached millions of children and families in over 128 countries, inspiring a generation to care for the planet and each other.
Our Purpose: To grow a generation of planet-loving families who care for the Earth, their communities and each other.
Seed Bank / Media & Storytelling Assets
Campaign hashtags: #SongGardeners #GrowHappiness #WeAreNature #DeliberateOptimism
Instagram @dirtgirlworldofficial | Facebook @dirtgirlworld | LinkedIn @dirtgirl world
This seed bank is our collective library – a living, growing resource where new content is regularly added for you to use.
Our first batch of content celebrates Mental Health Month in October, and each month we’ll continue to grow the collection with fresh resources aligned to sesaonal themes and touchpoints – from Recycling Week in November, to World Soil Day, the festive season and New Year’s Eve in December, through to summer holidays in January and Valentines Day in February.
Your ready-to-share media piece – spreading the Happy Song story.
The audio track – ready to play on the airwaves, add to your playlists, or share across your socials.
Simple, powerful – the song post everyone can share to grow the love.
dirtgirl’s joyful spoken word piece – a little song for the soul.
A quick daily reminder that happiness is something we grow.
The heart of the campaign – our anthem of joy, care, and connection.
Use this as a backing track in your reels, events, or creative community videos.
A gentle reflection on connection, rhythm, and family wellbeing.
A regenerative reflection on care, balance and belonging.
Wear your care! A playful way to connect kids and families with nature.
Headshots and images of dirtgirl – perfect for media, storytelling, and sharing the song.
Download the words to the song – ready to sing, share or use snippets in your socials.
A story and activity blog for children – small actions, big feelings.
Tag and share your good news – join the weekly wave of deliberate optimism.
Contact Info & Interviews
Available for interview:
dirtgirl — Artist, nature-connector, and voice of a generation of children who grew up muddy and kind. Known for her vibrant presence and eco-conscious music, dirtgirl brings joy, authenticity, and a deep love of nature to every conversation.
Cate McQuillen — Creative producer and co-founder of mememe productions, Cate is a pioneer in regenerative storytelling across media and education. Her work blends creativity, sustainability and community engagement in powerful, playful and courageous ways.
Interview topics:
How music can carry social change messages without losing joy
The experiment behind “Is a Song a Seed?”
Why regeneration — not reaction — is the future of media storytelling
How The Happy Song is threading care into real-world family moments
Email us at: cate@mememe.com.au to arrange an interview.
What is regenerative music?
Regenerative music is more than sound and story. It’s music created to nurture wellbeing, grow community and reconnect people with nature. Rather than being a one-off release, it’s designed to evolve gently, aligning with seasonal rhythms and meaningful moments.
It’s deliberately purposeful and participatory, inviting people to engage through shared experiences, creative responses and everyday rituals. Inspired by the living world, regenerative music fosters emotional connection and ecological awareness.
This is music that resists the rush. Planted mindfully, it grows over time, like a seed in nature or a garden, taking root in our hearts, homes and communities.
Community & Song Gardener Highlights
Watch this space for stories, photos, and videos from storytellers, changemakers, families, educators and communities who are helping Happy Song grow across Australia and beyond.
FAQs
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Happy Song is a joyful anthem by dirtgirl designed to grow — not just trend. It’s part of a regenerative music campaign that plants joy into everyday life through seasonal celebrations and community participation.
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It’s a creative experiment asking: what if music didn’t just drop and disappear, but took root and blossomed? This campaign treats the song like a seed — something to nurture, share, and grow together.
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dirtgirl is an eco-educator, music artist, and the star of the TV series dirtgirlworld and Get Grubby TV. She inspires kids and families to connect with nature, creativity and kindness.
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You can:
Watch and share The Happy Song music video
Join seasonal activations from Mental Health Week to Valentine’s Day
Use the song in classrooms, community events, or family rituals
Follow dirtgirlworld on social media for updates and inspiration
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Not at all. While we’ve created it with families in mind, Happy Song is for anyone who believes in joy, connection, and the power of music to make a difference
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Regenerative music is more than just sound and story. It’s music created to nurture wellbeing, grow community and reconnect people with nature. Rather than being a one-off release, regenerative music is designed to evolve gently and embed itself into everyday life - moving with slower seasons and meaningful touchpoints.
Key qualities:
Purposeful: Created to uplift, heal and inspire joy.
Seasonal and cyclical: Released in sync with natural rhythms and cultural moments, encouraging ongoing engagement.
Inclusive: Often aimed at kids and families, but designed to resonate with people of all ages.
Participatory: Invites communities to take part — whether through events, creative responses, or shared experiences.
Rooted in nature: Inspired by the living world, fostering ecological awareness and emotional connection.
Slow: It resists the rush. Regenerative music unfolds gradually, allowing space for reflection, presence, and growth.
It’s music that is planted mindfully and grows, just like a seed in nature or a garden.