Sipcam Home & Garden is celebrating the powerful momentum of #AJoyfulRebellion, the bold new ecofective® campaign that has exploded across social media following its successful debut at the Garden Press Event.

With Lee Connelly, AKA The Children’s Gardening Coach stepping into his role as ‘Rebel in Chief’, the campaign has already sparked impressive engagement, energising families, gardeners, and green-minded creators nationwide.

A Campaign That’s Already Making Noise

Since its launch at the Garden Press Event in February this year, #AJoyfulRebellion has seen a surge of online activity, with early engagement showing just how ready the nation is to garden differently. 

Highlights include:

• Thousands of impressions across ecofective® and Lee Connelly’s combined social channels.
• Hundreds of video views of launch-day content.
• A multitude of comments and shares from parents, educators, and gardening enthusiasts.
• A wave of creators joining the movement using #AJoyfulRebellion.

This early traction reflects the appetite for a gardening movement that is fun, purposeful, and proudly rebellious.

Led by a Rebel With a Cause

At the heart of the campaign is Lee Connelly, whose authentic, family-focused approach to gardening has helped propel ecofective® into new digital territory. As Rebel in Chief, Lee is rallying a new generation of gardeners, those who care about the planet, embrace creativity, and aren’t afraid to break the rules.

The campaign mission is simple: inspire families to get outside, get growing, and join a movement rooted in joy, purpose, and planet-friendly action.

A Movement for Gardeners Who Don’t Follow the Rules

A Joyful Rebellion is more than a campaign, it’s building a community of like-minded garden enthusiasts - a tribe built on emotional loyalty, shared values, and the belief that small acts can create big change. Right at the heart of the community is ecofective® championing the bee, the beginners, the balcony growers and the planet protectors. This is gardening with meaning.

A Year of Action, Energy, and Real-World Impact

Throughout 2026, the campaign will continue to grow through:

• Live Joyful Rebellion events led by Lee Connelly
• School engagement activities including photo challenges and interactive learning
• Giveaways of ecofective® products
• The Truth or Dare gardening game, already gaining traction on socials.
• Distribution of 2,000 Pollination of the Nation seed packets, encouraging families to grow with purpose and support pollinators

These initiatives build on Sipcam Home & Garden’s commitment to eco-friendly gardening and its mission to help families reconnect with nature.

Join the Rebellion

The Joyful Rebellion is only just beginning and the movement is growing fast. Stay up to date, receive some goodies and get involved - join the ecofective® tribe here! For the ultimate rebels, follow ecofective® (@ecofective) and Lee Connelly (@childrensgardeningcoach) on Instagram for daily #AJoyfulRebellion updates!