What's new > Creating a buzz for WeeBees
As its priority cause for 2009, our long-term client Central Scotland Forest Trust chose the plight of the bumblebee. With numbers in freefall and habitats under threat, effective ‘awareness’ communication was urgently needed.
We created a campaign that both highlighted the bumblebee’s demise, and educated people on what it meant for them and how they could help.
From previous research, we knew our key targets were primary schoolchildren and their parents. As a result our “Save the WeeBees” campaign was child-friendly, championed by a WeeBee character.
Core material included a school pack for primary classes, with bee-friendly wildflower seeds and trays for planting at school or home, a children’s workbook-style magazine, a teachers’ guide and classroom wall posters. 105 of these kits were given to schools in the Central Scotland Forest area.
They were also taken to The Highland Show in June, where families signed up for seeds to take home. In total, 12,000 packets of wildflower seeds and 3,000 hedgerow shrubs were given away.
Fiona Morrison, Marketing Manager at CSFT, was delighted with the result: “On behalf of all of CSFT, a big thank you to all the team involved in these great marketing communications”.