Campaign aims
To encourage awareness of and participation in local environmental projects.
Target audience
- people aged over 25
- with no formal qualifications
- with a disability and/or limiting long-term illness
- Black and Minority Ethnic groups (specifically Bangladeshi, Pakistani and Chinese)
Campaign delivery
We worked with BTCV (British Trust for Conservation Volunteers) on their Spring into Action campaign using ‘environment’ as a theme to attract volunteers from our target audience. There was a joint launch in conjunction with the official BTCV launch on 1st May, with our main campaign activity taking place from 21st May-10th June.
Activity involved roadshows in London, Manchester, Hull and Newcastle and Gateshead, co-ordinated by the Community Media Association (CMA) and covered by their key radio stations. We covered both BTCV events and others created by ourselves and other groups, for example in London, we had a specially commissioned Community Channel bus for roadshows where TV actor Cyril Nri (The Bill) helped us promote the campaign with radio and press interviews.
The BBC supported us by covering events and allowing us to use their Learning Buses/Open Centres. The campaign culminated in us having a presence at the BBC Springwatch festivals in London, Manchester, Hull, Newcastle and Gateshead, where we had field marketers, marketing materials, CMA coverage and a volunteering message on a 'Do one thing' postcard. In addition we ran ‘Paper Potting’ events at the Springwatch festivals, to increase interest around our stalls.
We also utilised community marketing through mosques, Jobcentres and community organisations to promote our message.
A DVD was produced following 4 members of our target audience volunteering for the first time with the BTCV. This DVD was played at the BTCV launch event in Manchester, on BBC Big Screens, ITV Local, the Community Channel, at Camden Green Fair and on the Community Channel bus. The film was available via the Community Channel website and was also sent out to 300 voluntary and community sector organisations, including local environmental groups and Volunteer Centres.
Campaign Message
‘Whatever your background or experience, you can help to make a difference in your local area – and you can get a lot out of it too’
Statement of support:
“If you want to help your environment, locally is a great place to start. I welcome Community Channel’s screening of the film Spring into Action. It embodies the positive spirit of getting involved in conservation and I would like to congratulate Lizzie, Mike, Raja and Karen, and the many other BTCV volunteers who make an outstanding contribution to the environment and improve the life of people across the UK. The Spring into Action campaign has events near to everyone in the UK so do join in!” - Charlie Dimmock
Key voluntary sector partners
BTCV (British Trust for Conservation Volunteers)
Key media and Corporate partners
BBC Learning and Partnerships
Community Media Association (CMA)
Campaign activity
Campaign materials - leaflets, posters, postcard and branded Community Channel bus
Spring into Action film (6:09)
Community Channel
All our campaigns are developed in conjunction with Community Channel.
See the Spring into Action section on the Community Channel website for further information.