Our challenge

To overcome outdated perceptions of the RSPB and reflect the reality of being Britain’s largest wildlife charity which acts as a guardian of the environment for the benefit of all whether they live in or out of major conurbations.

The idea

‘Save the Albatross’ highlighted the fact that once extinct our children would only be able to imagine or read about a species.

The reaction

81,000 requests for information and 25,000 new members with substantial but undisclosed increases in donations and legacies. Spontaneous awareness of the RSPB as a charity responsible for conservation as well as protection within Greater London increased by 6% whilst prompted awareness rose by 14%.

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