Creating a buzz for Organic September 2022

Our task: To create a high impact campaign for Organic September 2022 with the key message: “If nature had a voice, it would choose organic”

Our strategy: Actually give nature a voice for the first time by launching an online petition asking the new PM to take action to save nature in her first 100 days in government

Our tactics: We launched the petition on Change.org ahead of Organic September to build momentum and coverage in the run-up – we worked with renowned children’s illustrator Kate Pankhurst to create an image to encompass the campaign. We built on this with a head-turning press shot showing insects actually protesting holding miniature placards at an organic farm near Newcastle - this follow-up story was launched at the start of Organic September.

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Results: The online petition went viral with over 47,000 signatures – when it hits 100,000 it will be debated in parliament. We achieved 30 pieces of coverage including stand-out hits in the Telegraph newspaper, Delicious magazine and BBC Radio Newcastle

News generated research for climate charity Hope for the Future

Our task: To work with climate charity Hope for the Future comparing attitudes before and after the COP26 climate summit, then generate news coverage from the results.

Strategy: Working with Opinium to create two nationally-representative surveys before and towards the end of the summit, ensuring the questions would generate the most interesting angles possible.

Tactics: Working with our independent market research consultant to ensure the questions asked would generate the strongest responses. Creating a core national press release leading with the most newsworthy angles from the summit, which also wove in HFTF’s key messages. Interviewing case studies on a regional level, which were then weaved into a series of localised releases.

Results: In a two-week window, the campaign received 59 pieces of coverage with a readership of 448 million, including pieces in Evening Standard, Mail Online, the Independent and a swathe of regional media. Constituents used the media coverage to leverage meetings with their MPs to lobby on local climate issues.