RSPB signs up as first UK charity to sponsor TV show

The Royal Society for the Protection of Birds (RSPB) is to become the first UK charity to sponsor a TV series, after signing a deal with BSkyB.

The Royal Society for the Protection of Birds (RSPB) is to become the first UK charity to sponsor a TV series, after signing a deal with BSkyB.

The sponsorship comes as the RSPB repositions itself as a “campaigning” organisation rather than a “safe” charity (MW January 5).

The charity will use its sponsorship of the Sky One documentary series Final Chance to Save – which looks at endangered species across the world – to spearhead its own campaign to save the albatross from extinction. It says about 100,000 of the birds die each year as a result of bad fishing practices.

Each episode follows a celebrity, backed by a team of experts and campaigners, as they investigate the plight of animals close to their hearts. It is not known how much the sponsorship package is worth, although it is thought that BSkyB took a “partnership approach” with the charity, meaning it did not pay the market rate.

Bumpers have been produced by independent agency BLAC, which was appointed to the charity’s roster in February following a three-way pitch. BLAC executive creative director Chris Arnold says the deal is indicative of how charities are having to change the way they communicate with supporters.

“They are looking for ways to reach new audiences with more relevant messages,” he says. “The RSPB is leading the way.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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