With wildlife disappearing rapidly, the RSPB used the universal power of birdsong to help change perceptions about recovering nature and to influence politicians.
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.
Loved this. Creative idea, original thinking, great results
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