The Royal Society for the Protection of Birds (RSPB) will kick off its biggest ad campaign to date next week as it seeks to reposition itself as a global conservation charity.
The campaign focuses on the organisation’s bid to save the albatross, and the RSPB hopes the activity will reach beyond its traditional target market and make people more aware of its activities outside the UK.
The charity says it wants to attract younger, urban supporters and shake off its image as “little more than a birdwatchers’ club”.
RSPB brand marketing manager Jonathan Wright explains: “To expand our membership and supporter base we want to reposition ourselves in the minds of our prospective audience as a dynamic and leading conservation organisation.
“Few people realise just how active the RSPB is as a conservation charity, both in the UK and around the world, and we need to change minds to save the albatross.”
The advertising uses children’s ideas of what an albatross is alongside the message: “Once extinct, you can only imagine”. The campaign includes press, television, direct mail, outdoor and online – via www.onceextinct.com and virals – and uses imagery from children’s drawings as well as work by artist Quentin Blake.
The work has been created and planned by BLAC, which was appointed to the account in February following a pitch.