Introducing people to the nature around them

Brand challenge

Sky Rainforest Rescue is a CSR initiative from the broadcaster in association with the WWF. They were looking for a far reaching activity to make the British public care more about deforestation in the Amazon rainforest.

Strategy

We realised that the primary barrier was relevance. Compared to other “closer to home” charitable requests like cancer or heart disease, the Amazon is a long way down the list. So we knew that to make an impact we’d have to draw a connection with something they did care about. By getting them to appreciate what’s close to home, they could care for what’s further away...

Action

We worked with the Forestry Commission to create a series of walking trails in forests across the United Kingdom. Each trail featured interactive installations which highlighted links between nature they saw around them and the Amazon, and in doing so engaged people at a heightened moment of receptivity.