RSPB rebrands as campaigning organisation

The Royal Society for the Protection of Birds (RSPB) is looking to move away from its image as a “safe” charity and reposition itself as a more “campaigning” organisation.

It is expected to hold a pitch later this year to find an integrated agency to handle the repositioning. A source says the charity will use its “Save the Albatross” campaign, which it launched last year, as evidence of its more proactive stance.

The RSPB teamed up with conservation alliance BirdLife International to launch the albatross campaign with a direct marketing drive in October. It says that about 100,000 albatrosses die each year as a result of bad fishing practices.

The society is using direct marketing to raise funds to enable it to place trained professionals on longline fishing vessels to show crews simple techniques to prevent seabird deaths. The DM packs direct RSPB members to a new website and names collected on the website will be used for future campaigns.

The RSPB appointed Clark McKay & Walpole to handle its direct marketing on a project basis in 2002 (MW May 23, 2002). The RSPB, which is Europe’s largest wildlife conservation charity, used Lion on a full-service basis for two years before calling a review in March 2002 and previously retained WWAV Rapp Collins for 11 years.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here