RSPB

Objectives:
The RSPB wanted to increase knowledge of the work they do through conservation and protection, not just in the UK but also all over the world. They also wanted to encourage a personal link between people and nature.
 

Solution:
To tie in with the "Moments" campaign that RSPB were already running, The Times/The Sunday Times/Times Online decided to run their own "Moments" photography competition to encourage readers to send in their personal experiences with nature and the effect that captured moment had had on them.

 

This was matched in-paper with colourful advertorials charting the work of the RSPB at home and abroad. Editorial gave their full support with a first for The Times with Simon Barnes dedicating a series of his Wild Notebook columns to the work of the RSPB, even allowing a commercial link to the microsite at the end of the columns.

 

Articles from the likes of Simon Barnes and Chris Patton within the microsite held the readers interest and encouraged both positive comments in the 'have your say' area and entries to the competition increased as readers had been given the chance to have their entries showcased in the online gallery.
 

Results:

  • The photography competition got 336 entries (high for a photography competition),
  • Microsite achieved 124,841 page impressions with an average time spent on 3mins 53secs over the course of the campaign.
  • 27% recalled the advertorials in The Times Magazine or in The Sunday Times Magazine.
  • 1 in 3 of those that recalled advertorials had visited the RSPB website. 40% of those who recall the advertorials would consider becoming a member of the RSPB.