Blue Zoo has teamed up with fellow B Corp, GOOD Agency on a new youth-focused campaign for the RSPB.
The animation studio has collaborated with GOOD Agency to craft a series of short films for the Royal Society for the Protection of Birds to support engagement with young audiences under the banner ‘We Campaign Because They Can’t’.
The partnership between the two B Corp organisations combines Blue Zoo’s expertise in animation and storytelling with GOOD Agency’s innovative approach to creating impactful campaigns for social good.
“Embarking on this project with GOOD Agency was brilliant,” commented Damian Hook, head of short form and advertising at Blue Zoo. “It’s rare to find another team whose values align so perfectly with ours, especially in the pursuit of crafting powerful messages for the greater good. The collaboration felt natural, culminating in a series of short films that we are immensely proud of.”
The campaign builds on the RSPB’s longstanding aim of being a leading voice that advocates on behalf of nature, and plays on this idea with each film featuring an animal attempting to engage in human-like campaigning against the destruction of their natural habitat, but ultimately, unfortunately failing.
The campaign urges the viewer to take a stand against the crisis facing the UK’s wildlife and join the RSPB on its mission to save it.
The campaign balances humour with urgency and is based on insights from IPA that shows humour is one of the most effective tools to make advertising stand out but has been in continual decline over the last decade.
“When we initially proposed the concept We Campaign Because They Can’t, we saw a great opportunity to bring humour into this campaign while highlighting a serious issue,” added Bryn Attewell, executive creative director at GOOD Agency. “Showcasing how wildlife needs human intervention was a strong message and one ideal for animation, which is why we felt Blue Zoo was the perfect partner.”
The films aim for a tactile, miniature set look inspired by the works of Wes Anderson, an influence that extended into the cinematography as well.
The campaign launched on 11 July and will run across Facebook and TikTok, as well as featuring on the RSPB website.
Alice Hardiman, director of campaigning and mobilisation at RSPB, added: “More than 80% of 16-24 year olds agree that nature benefits their mental health and wellbeing, but access to nature isn’t equal, with young people facing particular barriers. Content about the nature and climate crises can be daunting, so finding innovative ways to tell stories is crucial. We want to give young people every chance we can for them to take part in campaigning activities, big and small.
“Through a blend of organic content such as our TikTok account and targeted campaigns like this, working with our Youth Council, not to mention the free access to our reserves for young people, we’re confident we’re starting to cut through.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
