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The Wildlife Trusts

Changing the way a nation values nature

Project type

  • Vision

  • Maps

  • Symbols

  • Stories

  • Challenge

    The Wildlife Trusts, which has over 800,000 members in 47 local Trusts, exist to safeguard local nature in the UK. With the first national campaign in its 100-year history, the charity wanted to express the value of wildlife and wild places to everyone in the nation. Because once people understand that nature matters to them, they are more likely to enhance and protect it.

  • Insights

    The true value of nature is hidden and personal. It’s only though our individual experiences of nature that we understand its value to our health, wellbeing, our sense of identity and even financial security. Celebrating what nature means to people was an opportunity to share the simple truth that all of our lives are better when they’re a bit wild.

  • Actions

    • Created the campaign concept – My Wild Life – that encouraged everyone in the UK, including celebrities like Sir David Attenborough and famous conservationists, to share what nature means to them.
    • Photographed and interviewed Wildlife Trusts members to create campaign posters that heroed what nature meant to them.
    • Produced a series of short films for social media.
    • Ran workshops to get all 47 Trusts on board with the campaign.
    • Developed an 18-month campaign strategy across print and social media.
  • Results

    • 325,000 sessions on the campaign hub website.
    • 200,000 video views.
    • 27,000 new member leads that will help fund the Trusts’ work.
Insight

Remember

A simple human truth and a focus on
personal value are essential for real
engagement.

Campaign
Concept
Hero
Posters
Film
Shorts
Social Media
Content

Results

0

new member leads that will help
fund the Trusts’ work.

Web
Platform