Avon Wildlife Trust (AWT) wanted to create an inspiring short film to raise awareness of their learning offer in Bristol, and showcase the programmes that are available for all ages. The film needed to highlight the impact of their work on local communities and the environment, as well as highlighting why standing up for wildlife now is so important.
The film needed to speak to a wide range of audiences, ranging from supporters of AWT and nature enthusiasts, to educators and corporate partners. Another key challenge was engaging those families and parents in the city’s more deprived areas who may be unaware of the opportunities AWT provides for people to engage with nature and wildlife conservation in their local area. Finally, the film needed to feel inspirational and shareable as it would be distributed on social media, screened at fundraising events and promoted via the charity’s website and e-comms.
We came up with a video campaign centred around the learning experiences of three of their key target audiences – a primary-age child, an adult wildlife conservationist and a parent with his three-year-old son. Through their stories, we wanted to show the different ways in which AWT helps engage people with nature and wildlife conservation, empowering them to stand up for nature. Our narrative approach followed the journey of a child growing up through to an adult’s engagement with nature, and their hopes for the next generation as a young parent. We co-created the script through in-depth interviews with each narrator to ensure that the end result felt real and authentic.
Alongside the delivery of a master edit, we created a series of short videos optimised for social with vibrant typography, and supported with a targeted paid distribution strategy to reach and engage new audiences.
The video was launched at a wonderful event at Clifton Observatory in Bristol, and provided supporters, volunteers and potential donors the chance to see the transformative effects of AWT’s work. The video screening led into a panel discussion, hosted by CBBC TV presenter Naomi Wilkinson, about the importance of wildlife education.
We loved working with AWT on a project with real heart. Our client Sarah Mitchell, AWT Communications Officer, said:
It was a pleasure working with Immediate Media, who were not only professional and efficient but also a delight to be around. They very quickly understood our brand and got to the heart of our organisation and we were really impressed with the high quality of work and support we received at every stage.