The RSPB are the largest nature conservation charity in the UK, but the scope of their inspiring work goes far beyond our shores. For more than a decade, the RSPB-led Albatross Task Force has been working across the globe to protect this iconic seabird from fishing bycatch – the threat of being accidentally trapped and drowned by fishing gear. The Task Force’s vital work has been making a huge difference for an already threatened species, saving hundreds of thousands of albatross each year. But their mission is far from over; tragically over 400,000 seabirds still die from fishing bycatch around the world every year. That’s why Cherry Tiger were asked to create a new appeal, to raise donations that would save even more seabirds, including the albatross, from the hook.
Our main challenge came in boiling down this complex global issue to a simple proposition, with a clear rationale for RSPB supporters to donate. It was easier said than done, as the appeal was raising funds for two similar, but separate, projects. The Albatross Task Force had spent over a decade researching and implementing successful solutions to longline and trawl fishing. On the other hand, the Seabird Task Force was following in its wake to tackle gillnet fishing, that was recently discovered to be killing seabirds in even greater numbers than other, more industrial, fishing methods.
For this multifaceted appeal, clarity was the name of the game. So, our proposition was built around how the supporter could help hundreds of thousands of seabirds from needlessly drowning in fishing gear every year. We chose not to shy away from hard-hitting, real-life imagery in order to highlight the threat of this important issue. We incorporated timelines, diagrams and sobering statistics to build a compelling story. And we made heroes of the Task Forces that work tirelessly at sea conducting world-leading research to find the answers to this global issue.
The appeal beat the income target by over £16,000.