Insight
The National Trust for Scotland is guardian of some of Scotland’s most fragile and at-risk landscapes and wildlife. It protects and maintains mountains and islands such as St Kilda and Ben Lawers, and famous wild destinations such as Glencoe. We were asked to raise awareness of this vital work and increase funding and membership.
Idea
With seabirds, plants and other wildlife heading into extinction the campaign needed to highlight the fragility of Scotland’s natural world to a strong influencer base. We created a calendar of media activity that highlighted the NTS’s depth of knowledge and vital environmental work, supported by high quality images. From preservation of rare tiny fish to highlighting the worldwide implications of dwindling seabird numbers we placed NTS expert comment at the heart of the environmental news agenda.
Impact
Our focus on quality rather than quantity generated influential coverage which then further reached more than 89 million readers and was instrumental in increasing membership fees and donations towards the vital work of NTS. During the period of our campaign awareness of the NTS as a countryside charity rose above that of both the English NT and RSPB.
