RSPB

RSPB Save the Albatross

The RSPB wanted to grow membership in London amongst a new audience of younger, affluent urbanites, using the Save the Albatross initiative

How we delivered

Utilising a number of different platforms we engaged a variety of audience segments ensuring maximum reach for the campaign over an 8 week period.

An Evening Standard promotion kicked off the campaign offering readers 2 for 1 tickets to the London Aquarium, in support of the Save the Albatross campaign. This brought the plight of the albatross to the attention of our readers and explained how long-line fishing is responsible for 100,000 albatross deaths every year.

Update columns ran throughout the campaign in an advertorial format, giving readers the latest facts and figures about the plight of the albatross. Positioned in a variety of sections throughout the Evening Standard, these columns acted as a regular prompt to readers to take action and provided regular branding.

Back page strips kept the campaign highly visible throughout the Autumn. Positioned underneath the crossword and sudoku site, the tactical creative showed a child’s drawing of how they imagined an albatross might look. This site included a direct call to action to visit the website and pledge support.

Share Squares announced the current levels of albatross ‘stock’ compared to yesterday. Top and bottom strips contained a hard-hitting message in stock exchange style. This efficiently reached an affluent, influential audience and achieved standout with a high-impact colour creative on a traditionally mono site.

Tactical fashion sites were used to promote the ‘how will you wear yours?’ concept, asking readers to pledge support in return for a hook emblem. This engaged yet another audience segment of our readership.

Homes & Property columns ran on guaranteed garden editorial, encouraging readers to pay more attention to their gardens or window boxes to help support the UK domestic garden birds such as sparrows whose numbers have been dwindling at an alarming rate over the last decade.

The results

The Evening Standard delivered a variety of tactical environments and products to ensure the Save the Albatross communication reached several different sectors of our target audience in a cost efficient way. Using creative tailored to the environment gave the messages additional relevance to the different audiences.

Liz Nixon | John Aylings