Backyard Nature
How do you help children with limited access to nature to want to protect it? Through small, achievable missions, our ‘Backyard Nature Guardians’ were reminded how the simplest activities can have a significant impact on urban wildlife - especially when multiplied by a countrywide army of supporters.
The campaign features the ‘Eco Emeralds’, the team of environmental activist school children who inspired the movement, and continues to provide resources and ongoing seasonal engagement.
Brand Identity, digital and social for Iceland Foods Charitable Trust
The website is full of nature missions designed to help young people spend time outside; finding and registering their ‘patch’, protecting it via the suggested activities, and encouragement to share the fun and get others involved. To date, nearly 16,000 children have registered online.
The first activation focused on saving the bees, with posters and POS created for Iceland Foods who gave out bee-friendly wildflower seedballs.
Backyard Nature guardians threw over 100,000 seedballs across the UK in the first year!
With no media spend, social media played a crucial role. The movement even received official royal endorsement, with Kate Middleton backing the campaign.
