How Aviva used creative and paid social to raise awareness of Britain’s decaying nature by 35.3 million impressions

Since 2015, Krow Group has worked with Aviva on the Aviva Community Fund and seen success delivering campaigns that utilise the charity funding initiative for a myriad of causes, for example, last year’s Cost of Living Boost campaign.

This year, Aviva partnered with the Worldwide Fund for Nature (WWF) and the Royal Society for the Protection of Birds (RSPB) to launch the Save Our Wild Isles Community Fund in support of the Save Our Wild Isles campaign.

As part of the ongoing campaign, Aviva has committed to giving £1 million to community groups across the UK to protect and restore nature in their local area.

The challenge

The UK is one of the most nature-depleted countries in the world, according to data from the RSPB. By way of restoring nature and fighting against climate change, the RSPB, WWF and the National Trust launched the Save Our Wild Isles campaign.

With Aviva’s Community Fund coming on board to support the initiative, Krow Group was tasked with resolving one significant challenge to ensure success - raise awareness of the campaign at both local and national levels to encourage support and donations from the public.

According to YouGov, 76% of Brits are concerned about the impact of nature loss in the UK but might not know how they can best help, Aviva and Krow set out to show them the way.

The solution

Launching the initiative was broken into two phases, first to get as many applications as possible and secondly to build awareness through an external communications drive to go live once enough projects were on the platform.

Three principles were decided upon to act as a basis for the creative: make it simple, emotional and relatable.

To exemplify this ethos, the tagline “We’re great outdoors” was agreed upon as the perfect summary of the positive role nature plays in Britain from the perspective of the nation, its individuals and within its communities.

Fuelled by this sentiment, Krow created a suite of content, including videos, statics, carousels, GIFs and interactive Instagram stories to run over a six-week campaign. The creatives were supported by a paid social media campaign which included non-skippable 6” YouTube ads, idea pins on Pinterest and in-feed posts and stories on Meta.

The campaign's content highlights two of the key stats regarding the UK’s nature problems: the rapid decline of both wildflower and seagrass meadows. By combining human and nature-focused storytelling with these key stats, each asset was designed to inspire either applications from local projects or donations from the public by focusing on the real impact that could be achieved by getting involved with the fund.

The results

Since its inception on 31st May, 68 projects have gone live, raising a total of £664,472. In terms of social media impact, the creative has outperformed expectations, receiving 25.3 million impressions from Meta content, 5.4 million from Pinterest and 4.6 million from YouTube.

Overall, the campaign exceeded its initial goal to raise awareness of the campaign at both local and national levels to encourage support and donations from the public.

Ahead of the campaign’s launch, Claudine Blamey, Aviva’s Group Sustainability Director, said: “Britain’s natural habitat is heavily depleted and it’s time to change that. The Save Our Wild Isles Community Fund can play a crucial role to put the power back in the hands of local communities.

“Working with WWF and the RSPB to restore nature is a vital part of Aviva’s goal to make the UK the world’s most climate-ready large economy, so we are really proud to launch the Save Our Wild Isles Community Fund.”