We wanted to avoid the typical doom laden messaging around the climate emergency and instead encourage people to feel great about participating in their neighbourhoods becoming greener and wilder places to live and work… we set out to invite the entire borough to become Wild Hedonists. Rewilding Raves launched in Summer 2022 as a platform for LBHF’s council to communicate all activity around ecology and gardening projects.
At first sight the Rewilding Rave campaign appears to be for a music festival or club night… the campaign invites the borough to make pool parties for dragonflies and frogs and wildflower habitats where butterflies and bees can lose their inhibitions. This campaign stretched the length and breadth of the Borough.
All campaign activity led to a council webpage which has practical tips on how to get involved whether that’s holding your own Wild Houseparty at home, a Wild Streetparty with your neighbours or a Wild Office Party at work.
Alongside the print campaign we planted over a 100 picket signs across the boroughs public parks and green spaces. These little interventions drew attention to small habitat details and encouraged bypassers to make little changes at home to support various species that could do with a little leg up across the borough.
We also ran Instagram ads further targeting hyperlocal areas based on specific areas ecological needs and opportunities… For example, the borough doesn’t have enough naturally occurring wet spaces. However, the ponds it does have are really thriving, so to create more of a network of wet spaces we triangulated the main ponds and targeted nearby garden owners encouraging them to add a mini pool party for frogs, dragonflies and newts. Other hyperlocal ads targeted both homes with and without gardens creating ways for everyone to get involved.
Press kit available here: Rewilding Rave images and information.
Fieldwork Facility team:
Strategy, Creative Direction, Design, Copy and Campaign Photography: Robin Howie
Location scout: Nadia Lalji
‘Tiny’, designed by Jack Halten Fahnestock / Velvetyne Type Foundry, (Open Source)
Simone Turner, Sebastian Dunnett, Emily Tulloh and Hinesh Mehta
Edmund Dabney & FF