To encourage a mass audience to make records of autumn changes in a geographical spread that would record what is happening in the UK's environment. To encourage more people to record their autumn observations on a specially created website at www.phenology.org.uk.
Strategy and Plan
Based on findings from the previous year, one statistic that leapt out concerned grass cutting. Because of climate changes, the traditional summer task of cutting the grass was becoming a year-round activity. As this was a subject that most people could understand and relate to, the team decided to base its campaign on this single message.
BBC weather forecaster Isobel Lang was approached as a well-known meteorologist with an understanding of the natural world.
A photocall was held on 3 October 2001 in St James's Park where Lang was photographed mowing the lawn and cutting the grass with scissors to promote a 'moaning about mowing?' message.
Before the photocall, the Trust carried out selective media training for personnel, such as wood managers, in the regions.
It also offered an exclusive to the Daily Mail to preview some initial findings as its readers were the ideal audience. This was followed by another story given to the Evening Standard in London.
The photocall was supplemented with case studies featuring continuously growing grass. Regional versions were tailored for regional spokespeople fielded for interviews.
Measurement and Evaluation
The morning of the launch, Radio 4's Today programme and Radio 5 Live trailed the project and Today created a reciprocal web link to the Trust's phenology pages.
The photocall was attended by national print and broadcast media, which all carried strong editorial endorsement of the project. Regional media outlets also covered the campaign. The Trust has measured an audience reach of more than 60 million and ongoing interest has prompted the Trust to install a studio-quality ISDN line to handle requests for broadcast interviews.
Visitors to the website increased by 1,314 per cent on launch day and by 461 per cent during the first week of the campaign. Interest in the site has been ongoing and the Trust now boasts 11,000 recorders compared with 400 before the campaign began.
The Trust claims the project is now the biggest of its kind in the world.