To engage their all important family audience the RSPB asked Cherry Tiger to launch a new regular giving product. Focused around the shocking news that puffins were facing the threat of global extinction, we were asked to develop a ‘Sponsor a Puffin’ proposition, specifically aimed at families – and a fulfillment pack for these new supporters.
While there’s a special place in nature lovers’ hearts for this characterful little bird, our challenge was to present sometimes quite complex (and even bleak!) arguments in a family-friendly way. It had to have the right balance of insightful, and factual, information; raise awareness of the situation to inspire the reader to take action, and still have an element of fun to appeal to both adults and children.
Our pack was centred around a simple proposition of, ‘Are you lovin’ a puffin?’ and was filled with pictures of this charismatic little bird, as well as worrying facts about its dramatic decline. We offered incentives with a free cuddly puffin toy, an information factfile, a calendar, plus activities and stories for the whole family. Additionally, supporters were also offered a copy of ‘Puffin Press’, an exclusive follow up magazine providing engaging stories, activities and updates, to reinforce the need for support while also motivating readers to get involved.
The Sponsor a Puffin pack was refreshed
to target family and adult members who might buy sponsorship as a Christmas gift.
We also produced a Puffin Press follow up magazine to continue our on-going dialogue with our puffins sponsors.
In the meantime we have launched more regular giving products to help save other bird species facing the threat of
extinction, and another to save the Asian Vulture.
We are always genuinely spoilt by Cherry Tiger, and our Adopt a Puffin campaign was certainly no exception.
Their consistent dedication to go above-and-beyond and produce such an engaging, audience appropriate campaign demonstrates why the RSPB will continue to use Cherry Tiger again and again. The Adopt a Puffin ‘pack’ has put critically endangered puffins back on the map, and now everyone is ‘lovin’ a puffin.’
In my eyes, no other agency comes close.
Angela Dale, Direct Marketing Manager, RSPB