Early in 2015, we were fortunate enough to be approached by one of the world’s most iconic animal and conservation charities, previously home to Guy the gorilla and Winnie, a fairly well known bear you may have heard of. The charity is of course The Zoological Society of London (ZSL).
ZSL approached The Allotment to help develop a new global fundraising scheme for the charity, which complemented their new brand proposition ‘Working for Wildlife’. Working closely with the charity, it became clear that the work of their conservation and research teams in local territories wasn’t being communicated to donors and harnessed in an effective manner. With such a substantial footfall in the attractions, something purchasable in-store and online was a necessity.
It was important to bring the new brand proposition to the fore and ask donors to take responsibility, make a difference and take the fate of endangered animals and research development into their own hands, to become ‘Champions’. The idea of ‘in your hands’ became the prominent big idea for the scheme, which encouraged donors to become ‘Wildlife Champions’. We developed two focused schemes under the ‘Wildlife Champions’ idea, one for ‘Animals Under Threat’ and one for ‘Conservation Technology’.
Click here to see how we’ve helped grow ZSL.