Hope – it’s in our nature

It’s easy to feel overwhelmed right now, given the state of… well, pretty much everything. Chaos and destruction loom large, with those who can shout the loudest reminding us regularly that doom is the order of the day. Add in a healthy dose of eco anxiety because dare you forget that the world is on fire, and our animal instincts to freeze in the face of danger quickly kick in.

It is A LOT.

Despite being driven by the best intentions, many nature campaigns fail to rally the support they need because they’re simply adding to the clamour and upping the anxiety. Constantly telling and showing that nature is in crisis actually puts people off, making us feel helpless rather than empowered to act. If it’s all really that bad, what can I do about it?

Time for something a little chirpier

Enter an organization with the boldness to try a more positive approach. The RSPB, one of the UK’s oldest and most loved nature charities needed a new way to show people what they stood for and why. So, when they asked us to develop a powerful new brand communication idea for them, we knew we had to deliver something that flew in the face of negativity. We needed to give the UK public what they need more than ever right now – hope. Specifically, a campaign idea that reframes nature – from something humanity must save, to something that can save humanity. Rather than portraying nature as a victim, how can we show it as an ally? Both in the fight against climate change, but also in the many ways nature benefits each of every one of us.

As an agency, we’re no strangers to the incredible solutions that the natural world can offer us; last year we brought a menagerie of animals and plants to LinkedIn through our Nature Inc campaign, to prove nature is the answer to the healthy, progressive future we all want to see. But we knew for this campaign to really land, people needed to see themselves, and others there. Nature may be the character, but people are the story.

We’re in this together

In a post-Covid world, the search for meaningful connection, both to those around us and to the natural world has never been more keenly felt. We’re craving ways to get out from behind our screens – away from the doom and into a positive mindset. We want to find our tribe and feel a sense of optimism that nature can rebound. Research shows that we’re ready to get our hands dirty if only someone will show us how and where to do so. Because although it’s a commonly held belief that hope inspires action, it’s actually the other way around; doing something, anything, is what makes us feel more hopeful and more likely to keep taking action. Our task was clear – bring people together to form an incredible collective for nature. Give them ways to lift each other up and lift nature up. Dispel the doom and show that together, we can do this.

The bird is the word

Although the RSPB is historically known as a bird charity, today they’re the largest nature conservation charity in the UK, protecting areas totalling the size of

250,000 football pitches.. Their work across this vast network, plus established relationships with both the government and industry means the organisation has a unique bird’s eye view of what’s happening for nature where, at both at a macro and micro level – making them perfectly positioned to drive positive change. But how? By inviting everyone to act for nature in whatever way works for them and showing them what it feels like to be part of something amazing alongside others who care. To harness the power of collective action. And so, ‘Together We Fly’ was hatched.

Finding our flock

Location and casting were a crucial part of developing our launch campaign – we needed to shift the perception that nature is a privilege and show that nature is something we can all connect with. Evidence shows that simply having access to green spaces can improve our mood and wellbeing, and boost working memory and attention span in children. Taking short outdoor breaks during the workday (as little as 10-15 minutes) can improve concentration in people who work in offices, as well. So, an urban park was the perfect setting for our story, later moving to one of the RSPB’s many nature reserves to showcase even more wild and vital landscapes. Our cast needed to reflect a wide range of nature lovers, busting the myth that protecting and enjoying nature is an exclusive hobby and inspiring everyone to get involved.

Sing it loud

Instead of simply showing the public what action for nature looks like and giving them a to-do list of good deeds (helpful but also risks adding to the overwhelm), we wanted to show them what it feels like to go from alone and doubtful, to being seen, heard and included. That the power of many voices means we’re greater than the sum of our parts. How awesome it is to feel inspired, united and empowered in nature and by nature. And that together, we can protect nature’s future. Because that is what the RSPB is offering.

Watch the film here and find out about the incredible work the RSPB is doing every single day at rspb.org.uk. If you’re looking for new and positive ways to help your brand sing, drop us a line at hello@wearefuterra.com.