(01)
BACKGROUND
The Bulgarian Society for the Protection of Birds (BSPB) is an NGO with a very important mission and a very major issue.
Тhey have to rely on volunteers for a lot of their initiatives, in a country where volunteering has suffered from a steady decrease in the past decade.
For its annual sparrow-counting campaign, the BSPB needed people’s participation to establish sparrow population numbers in the country’s big cities.
(02)
APPROACH & IDEA
We decided that after several years of different appeals to people, this approach might not be the best one. And changed the narrative.
We wouldn’t address people. We’d address the sparrows themselves and inform them they would be counted.
We created the first communication campaign designed for sparrows. Complete with the tiniest megaboards and targeted messages, carefully positioned at sparrow-inhabited locations.
(03)
EFFECT
The campaign drew the attention of people across the country and attracted higher-than-usual news and TV coverage. As a result, BSPB achieved its best results to date with a 168% increase in locations where people counted sparrows.
