Getting more from membership on TV

Following small tests in 2023 using adapted regular giving ads, it was time to build a dedicated DRTV campaign from scratch.

We started with a strong foundation as the RSPB already had a new proposition for this flagship product, "More for nature, more for you." Building from this framework, our ad, "More for everyone," uses a poetic, fast-paced voiceover to tap into the core emotions birds and nature evoke – from awe and admiration to love and protectiveness – all while demonstrating the benefits membership brings.

Working with director Charlie Thorne and production partner Craft, we adopted a mixed-format film approach. By capturing different perspectives rather than focusing entirely on traditional, highly polished wildlife footage, we created a film that feels community-focused, accessible and grounded.

We were fortunate to film on location at the RSPB’s stunning nature reserve at Pulborough Brooks, and incorporate iconic illustrations by wildlife artist, Mike Langman. 

Finally, ornithology enthusiast Bill Bailey provided the voice over, perfectly landing the moments of light humour to stand out in the DRTV space, and gently demonstrating the vulnerability of birds and the need to take action for them today.

The result is a warm, inclusive campaign that weaves together universal human moments and highlights the joy birds and nature bring to us, showing that the more we give to nature, the more we get back in return.