Area of expertise: Wildlife and nature conservation
Client: People's Trust for Endangered Species (PTES)
Project: MoleWatch Public Awareness Campaign
The People's Trust for Endangered Species launched MoleWatch, an online nationwide survey, in early 2008 to investigate the conservation status of moles (Talpa europea) in the UK.
PTES appointed Firebird Public Relations to deliver a PR campaign encouraging members of the public to take part in MoleWatch.
We developed a PR campaign targeted at national environment correspondents, the gardening press and regional radio. We also used the BBC's General News Service to schedule 20 interviews with a PTES spokesperson.
"As a conservation charity we continually survey and monitor the distribution of various species in the UK to track their well being and these surveys rely on widespread public participation. With Firebird PR's help, we launched MoleWatch in January 2008 to map the nation's molehills and hence the presence or absence of moles. We weren't at all sure how the campaign would go, many people regarding moles as a pest. But we shouldn't have worried. Firebird PR managed to secure widespread coverage in national and regional news outlets across all types of media, including TV, as well as specialist coverage in gardening, lifestyle, wildlife and conservation titles. They achieved a potential audience reach of nearly 55 million, leading to several thousand people taking part in the survey; a very important contribution to our work."
Chief Executive, People's Trust for Endangered Species