We were tasked with raising awareness of bird conservation in the UK. The concept is communicated through three creative executions, intended for press and out of home. The creative highlights the fact that we often see endangered animals and birds on TV and news outlets in exotic locations, making it easy to forget about the dramatic decline in our native species. As such, the heart of our message is, it doesn’t have to be exotic to be endangered. We’ve brought this to life in a visually engaging way that powerfully dramatizes the core message. This campaign has raised much need awareness of the work that BTO do and hopefully, in time, will be a catalyst to reverse declining UK bird numbers.