This appeal had to highlight the desperate plight of the hen harrier – one of Britain’s most persecuted birds. Despite there being enough habitat to comfortably support over 300 pairs in England, by the Summer of 2014 there were just 2 pairs left.
As the plight of the hen harrier can often be man made, our challenge was to appeal to concerned conservationists without alienating the shooting community, where the RSPB have worked hard to build bridges.
Our approach created the sense of outrage that an appeal of this nature requires by using an imaginative ‘card deck’ format to lay out the arguments with structure and impact.
The work showed empathy and understanding of a complex issue that was reflected in a really positive set of results.
warm audience response rate