RSPB: Save the wildlife in your own backyard
Agency: Arthur London
The campaign needed to re-position RSPB as a charity for the conservation of the whole of nature - not just the protection of birds. And it needed to engage a new, younger, family audience whilst remaining relevant to its core supporter base, and capture data in order to convert them to membership.
Strategy
The audience perceived nature as 'over there' in the countryside they visited occasionally: they didn't see that it was around them in everyday life.
The campaign brought nature home for them, focusing on familiar species in...