Earning brand reappraisal
for UK nature’s biggest ally
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As the UK’s biggest conservation charity, the RSPB knows what nature needs: urgent action, from people everywhere. Having refocused its messaging to emphasise this priority, they needed help articulating it powerfully via an uplifting, perception-shifting brand campaign.
Lovers were briefed to translate the RSPB’s new brand mission statement: “Nature is in crisis. Together we can save it.” (defined by ASHA & Co) into a disarmingly bold, uplifting, people-focused campaign. The objective was to earn brand reappraisal by striking a new tone.
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Nature is in crisis.
Together we can save it.
With the RSPB refocused on people and action, we needed to bring to life its new mission statement: “Nature is in crisis. Together we can save it.” Film quickly became the best medium to show what this could look like, portraying a spectrum of key roles the movement needs.
So Many Ways
In the face of eco-anxiety, public apathy and the feeling of an ever-narrowing path forward, we set out a message of hope, substantiated by the RPSB’s expertise as conservationists: “There are so many ways to save nature”. This theme of possibility became the campaign’s big idea.
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Video First
As our primary medium for the campaign, video enabled us to fuse archive footage with newly filmed scenes capturing key ideas about the nature-saving movement. The campaign’s effervescent, unexpected tone was a key tool in earning brand reappraisal with audiences.
“We wanted something that was going to put the RSPB in a different light and raise a smile for the cause. I’ve worked with a lot of agencies over the years. Lovers were the most personal, attentive, caring that I’ve worked with.”
![](https://lovers.co/files/work/longleat-iwanna/_largeImage/lovers-rspb-003.jpg)