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RSPB's DRTV campaign stresses global role of charity

Howard Lake | 8 May 2008 | News

Albatross dragged underwater by a fishing hook and line. Photo: RSPB

The RSPB’s latest DRTV ad is the start of a ‘perception-changing’ campaign to communicate the global role the charity undertakes to protect wildlife and habitats worldwide.

The commercials have been produced by the DTV Group from existing RSPB footage and have a £3 a month ask. The title ‘A million voices for nature’ is a direct reference to the charity’s million-strong membership.

RSPB video still - albatross

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There are 90 and 60 second versions of the ads with a highly emotional message to those interested in saving special places, the environment and wildlife conservation.

Using existing footage means that costs have been kept to a minimum and that it is flexible enough to create new versions and edits as audience response is measured during the course of the campaign.

The ads will run from 12 May across Freeview and subscription TV channels in slots between wildlife and nature programmes.

www.rspb.org.uk

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