Kew’s Millennium Seed Bank aims to save 25% of the world’s most at risk plant species. We explained the importance of plant preservation in healthcare, food production and environmental impact and engaged the public to support the initiative through donation and advocacy. The web spreads the word.
We developed an emotive challenge to everyone, ‘What would you save?’ Human hands are filmed letting seeds slip through the fingers to represent the loss of potential future cures, foods and green fuels. Messages were handwritten on the palms to show that person’s reason for wanting to save a species.
Our film gave people from all walks of life the opportunity to show what they would save.
Our digital strategy includes editorial and banner space; on site promotion; retailer links; blogger engagement; and social media advocacy.
