Bumblebee Conservation Trust

The Plight of the Bumblebee

When the Bumblebee Conservation Trust first came to us with a challenge – to save the bumblebee from extinction – we were a little overwhelmed (but in a good way.)
They wanted us to drive awareness for the charity, educate consumers on the importance of bumblebees to our eco-system (they’re really, really important) and encourage people to sign up for BeeWalks and plant bee-friendly flowers.

We thought that the best way to garner public support and highlight the issue of a world without bumblebees was to round up a bunch of celebrities and get them to record a short video describing the importance of the bumblebee on our society, and to support the video, we created an infographic filled with useful bumblebee trivia.

Alongside the video campaign, we launched the summer of BeeWalks, encouraging consumers across the UK to head outside and learn about the bumblebee. As well as being hugely important to the Bumblebee Conservation Trust, the walks captured the hearts of the media and were even listed on the Guardian Teacher Network for schools to get involved.

pieces of coverage

people reached in the first two months,

recordings from Vivienne westwood and ben fogle

The Client

Over the last few years, there have been serious concerns raised about the ‘plight of the bumblebee’, in fact in the last 80 years bumblebee populations have seriously diminished and two species have now become extinct.  Because of this issue, The Bumblebee Conservation Trust was established to help raise awareness on the importance of the Bumblebee on our society. The Bumblebee Conservation Trust offers practical tips and advice for those keen to get involved in BeeWalks as well as downloadable material to encourage everyone to get involved. As such an important part of our biodiversity and economy, the Bumblebee Conservation Trust is on a mission to ensure that the bumblebee has a long-term future in the UK.

They Said

The Bumblebee is struggling for survival and a world without bumblebees is not just sad, it would threaten our eco-system.  The Bumblebee Conservation Trust came to Sp!der to raise awareness for the plight of the Bumblebee and to gain support for its BeeWalks campaign.

Through the BeeWalks, the Bumblebee Conservation Trust was able to track the number of bumblebees in different areas across the UK and monitor the different types.  With a limited budget, Sp!der was challenged to increase brand awareness, drive sign-ups for the BeeWalks and highlight the importance of the Bumblebee on our society.

Bumblebees are very important to me, and I hope they are important to you too

Melissa Joan Hart

Challenge Accepted

We devised a number of creative executions during the six-month campaign. The most notable was the concept of inviting well-known conservationists, writers, broadcasters and other celebrities to speak to a webcam with their response to the simple question “Why are bumblebees so important to our country…?”

Without any additional budget to support the campaign, we engaged with a series of high profile celebrities and conservatives, to secure interviews either via webcam or in person in order to create an impactful and educational video. All the responses to the question: “Why are bumblebees so important to our country…?” were edited into a video which was released on social media and distributed to national and consumer media.

To support the campaign, we created an infographic with a series of bumblebee-related facts.

With no additional budget for payment, we secured interviews from personalities, authors and ecologists like Melissa Joan Hart, Vivienne Westwood, Ben Fogle, Valentine Warner and Martha Kearney.

The walks were hugely important to the Bumblebee Conservation Trust as it enabled them to track the amount and types of bumblebees in different areas of the UK.

Job Done

In a six month period, we secured over 60 pieces of coverage for the Bumblebee Conservation Trust.  This included two separate features in the Sunday Times (both print and online), a feature on ITV Wales and extensive consumer coverage, reaching an audience of over 178 million.

Alongside the coverage, we also secured eight individual clips from celebrities, conservationists, authors and chefs on the importance of the bumblebee on our society and why we so desperately need to work to save the bumblebee.

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