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By Ellen Ormesher | Senior Reporter

March 16, 2023 | 2 min read

The UK is one of the most nature-depleted countries in the world, with one out of seven wildlife species facing extinction.

‘For Our Wild’ wants to bring the urgency of the UK’s nature crisis to light in a new campaign by the Royal Society for the Protection of Birds (RSPB).

The multi-channel fundraising campaign coincides with the launch of Sir David Attenborough’s latest documentary for the BBC, Wild Isles, and is part of the latest donation push from the RSPB to protect and restore British wildlife.

As Matt Goulson, head of individual giving at RSPB explained: “Nature in the UK is more spectacular than many of us realize, but sadly it is also under real threat. The RSPB’s nature reserves provide vital habitat for some of our most threatened species, and we hope this fundraising campaign will inspire the public to help the RSPB bring more species back from the brink. Nature is in crisis, together we can save it.”

The creative, developed by Good, showcases the wildlife and wild places of the UK in all their glory. From tiny insects to birds of prey, seabirds to marine life, it highlights that there’s a wealth of beauty and life just waiting to be discovered across the country.

Bryn Attewell, executive creative director at Good said: “Nature is in crisis, so when the opportunity to work with RSPB came up, we did not hesitate. It’s a tremendous privilege to be working for such an important organization while educating the public on the urgency of the threat facing our natural world. It has been so exciting to bring this to life creatively, through the striking footage and imagery of UK wildlife. We hope we surprise audiences with the brilliance of UK nature.”

The campaign features an urgent DRTV, alongside digital out-of-home and social. It is supported by a radio and digital campaign.

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