PRWeek UK Awards Winners 2019: Not-for-Profit

The Not-for-Profit award goes to the RSPB's 'Let Nature Sing' campaign, which used the popular appeal of birdsong to raise public awareness of nature in crisis and bird species at risk, drafting in celebrity assistance, along with MPs and peers, as the tie-in single charted in the downloads Top 20.

With wildlife disappearing rapidly, the RSPB used the universal power of birdsong to help change perceptions about recovering nature and to influence politicians.

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The objective was to get music into the UK charts that connects people with nature in a wake-up call.

A YouGov poll was commissioned that found only 15 per cent of adults in the UK thought nature was in crisis. Meanwhile, 82 per cent said birdsong made them feel positive.

A single called Let it Sing was released that mixed the songs of familiar bird species and those at risk of extinction in the UK. The video used a hand shadow puppeteer to depict birds struggling to find food.

The single was promoted for three weeks ahead of official launch. Targeted emails and social-media posts were used, and the story was promoted to media that required long lead times.

The RSPB also hosted a music-industry launch featuring Radiohead guitarist Ed O’Brien and singer Eliza Doolittle. Seventy-eight celebrities signed an open letter to The Guardian highlighting how vital nature is to the arts, while parodies of famous album covers were created using giant bird heads.

A reception was held at Westminster for MPs to hear the single, encouraging them to share their thoughts on social media. Eighty MPs and peers attended.

By the end of launch week, the single had peaked at 18 in the official UK chart and topped the official download charts. There was coverage in 26 newspapers, 32 magazines and on nine national TV stations, along with 283 radio mentions.

Judge's comment:

Loved this. Creative idea, original thinking, great results


Highly commended:

Stop Animal Trafficking by Manifest London for WWF

Tasked with raising awareness of illegal wildlife trafficking, the campaign turned selected street crossings into 'animal crossings', featuring the markings of the most-trafficked animals across the globe alongside shocking statistics. For the campaign's second element, a giant hologram of an elephant, the world's most-trafficked animal, appeared in London.

Shortlisted:

Bloody Big Brunch by Wire 

There But Not There – Commemorating the Centenary of WWI by Newsfeed PR for Remembered

Twinkle Twinkle Little Heart by Golin for Tiny Tickers


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