CHALLENGE

Healthy, thriving wetlands are vital to life on earth, yet 35% of the world’s wetlands have disappeared in the last 50 years. In the UK alone, we have lost 90% of wetlands over the past 400 years. 

Wetlands are the unsung heroes of the climate crises, locking away huge amounts of carbon whilst providing homes for a diverse range of habitats. Reviving and restoring wetlands is one of the best things we can do for the planet, nature and our wellbeing, which is why the Wildfowl and Wetlands Trust (WWT) has been championing a ‘Blue Recovery’ including calls for the creation of 100,000 ha of new wetlands in the UK.

OUR APPROACH

We worked with WWT to use World Wetlands Day (WWD2023) as an opportunity to lead UK efforts to shine a spotlight on the importance of wetlands globally.

To increase the scale of their impact from the previous year, our team developed a unique 3D wetlands mural to encourage public interaction and increase awareness of what wetlands are – and vitally – why they are important.

WHAT WE DID

Produced the creative stunt working with a specialist artist to create an interactive 3D wetlands mural unveiled as part of action on WWD203. 

Managed the campaign stunt production overseeing all aspects of the artist, location, supplier costs and delivery and co-ordinated efforts on the day. 

Developed key messaging including campaign narrative, overarching key messaging and banner messaging to bring the wonderful world of wetlands to life. 

Produced a digital and influencer strategy together with influencer lists, press lists, a digital toolkit containing key messaging, social posts, and launch assets to galvanise support and increase awareness of WWD’s launch stunt on WWD2023

IMPACT

On World Wetlands Day, 2nd February, our stunt engaged over 700 members of the public at Cabot Circus, Bristol.

Influencers and ambassadors, including Chris Packham, Ajay Tegala, Dr Mya-Rose Craig (Bird Girl) and City Girl in Nature shared images of murals and posts from our digital toolkit. The online campaign secured a 15% uplift in signatures on the day, with over 1,000 supporters signing the Wetlands Can! Pledge.

The stunt was covered by BBC Points West, ITV News, Bristol 24/7 and received many positive comments from supporters online for its creativity and stunning depiction of wetlands. The 3D wetlands mural is now being taken on a tour of the UK to engage hundreds more people on the importance of these vital habitats.