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“We needed a fresh and disruptive approach to raise awareness of ZSL as a global conservation charity. The Allotment really understood the heart of what we do and our challenges and delivered a creative solution to make us stand out in a competitive environment.”
BONNIE MARSDEN, ZSL BRAND MANAGER
The challenge and solution
Since 1826 the Zoological Society of London (ZSL) has been on a mission to protect and conserve the world’s wildlife and their habitats.
With two Zoos, an Institute of Science and over 50 conservation projects worldwide, ZSL uses groundbreaking scientific innovations to fuel life-changing conservation.
As a charitable organisation ZSL relies heavily on the support of the generous public and the income of its two iconic Zoos; ZSL London Zoo and ZSL Whipsnade Zoo.
Our challenge was to raise awareness for ZSL as an international wildlife conservation charity who work in 50 countries around the world. We needed to make people realise that ZSL are more than just two zoos, they are world leaders in science, conservation and education who deserve your support and donations just as much as any other charity.
HOW WE SOLVED IT
During our research we came across the harrowing statistic that the world’s wildlife has declined by 52% in the past 40 years. This lead us to think; what if wildlife continued to decline at the same rate? Within our lifetime we could end up living in a world without wildlife. It was this thought that formed the basis of our campaign.
Through social, OOH and VOD channels we created a compelling, disruptive and memorable campaign that asked audiences to ‘Imagine a world without wildlife’. To head up the campaign a thought provoking film was created using a poem to tell the story. In a clever twist, the video used the disappearance of zebra crossings and your favourite teddy bear to show the impact of a world without wildlife in a more emotive and connected way.
As well as being the key driver for a social media campaign, the video was also shown in selected cinemas and on 4OD.
Whilst the video and a selection of experiential ideas brought the global issues closer to home, static ads used stunning imagery of international habitats with the wildlife missing. Shocking statistics accompanied the images making the truth about the decline in wildlife much more tangible.
The hashtag #withwildlife was used to underpin the whole campaign, secure 18.2 million impressions and drive audiences to share and support ZSL and their cause as they work to ensure that we continue to live in a world with wildlife.
Global ZSL brand campaign
Charity Brand Campaign
Here’s how The Allotment helped raise awareness of ZSL and their conservation work through the launch of the charity’s first ever brand campaign in their 190 year history.