Joining forces with a real force for nature – Hannah Bourne-Taylor
Hannah Bourne-Taylor is the incredible author, activist and spokesperson behind The Feather Speech. She’d been working hard to gain attention to her swift brick campaign, but really wanted to reach outside the traditional bird-loving audiences so her petition on Gov.uk could reach the required 100,000 signatures needed to be debated in parliament.
Creating the hook
We worked a lot with Hannah to come up with the concept of body painting her as the embodiment or spirit of birds. We worked with the incredibly Guido Daniele and helped create the iconic look that provided the media hook needed.
Uniting right and left-leaning politics
We knew that to get enough signatures and groundswell of support, we’d need to not just appeal to the “normal” environmental groups, but also to the people who normally would be turned off, or even resistant, to the cause. To that end, we devised a campaign that was designed to feel less “worthy” and more akin to an 80’s or 90’s campaign (that we knew our target audience would resonate with).
Using public support to push through policy change
Once we had over 100k signatures, we then turned to a traditional media campaign to build a groundswell of public passion that was supported by everyday people, activists, local environmental groups, national NGOs and even Jeremy Clarkson. This helped push our story in the media, leading to the debate in Westminster, and the delivery of the policy change request to Number 10 Downing Street, as featured on ITV News.
