Text area text text area text text area text text area text text area text text area text text area text text area text text

1
Slide title
Text area text text area text text area text text
area text text area text text area text text area
text text area text text
Jim Burt Head of External Relations English
Nature
2
The Challenge
63 of adults aged 15 in Great Britain are
interested in natural history (BBC Worldwide,
2002) 30 million But of that interested
public only 2 million are actively engaged. Why?
3
Audience awareness
Audience awareness

• people are disconnected nature conservation
  is largely irrelevant to peoples daily lives,
• appeal conservation only appeals to a minority
  of people,
• engagement single issues only occasionally
  break through into the wider socio-political
  debate.
• Environment sector needs
• to reconnect people with nature

4
Audience engagement

• traditional public campaigns of rational
  persuasion are ineffective participation is the
  key to behavioural change
• so,
• get people to do something, rather than to
  persuade them of the need to do something
• find inspirational events that connect people to
  the subject through their interests and passions
• Aim to change behaviours and make changing
  attitudes a secondary objective

5
Audience motivation

• Save the world from . is an ineffective call
  to action because it is too remote for people to
  feel a connection.
• conservation, sustainability and other
  similar concepts only appeal to a very small
  niche audience who are already engaged.
• my children or where I live are key triggers
  for a much larger and more diverse group of
  people

6
Target groups and triggers
7
Campaign proposition (2005 2009)

• Massive latent audience interested in nature
  and weve identified the right triggers and
  events to involve a huge new audience in action
  to create wildlife-friendly green space across
  the UK
• Targets
• 1 million new people actively involved in
  projects inspired by the campaign
• 50,000 projects and events
• Legacy
• Transformation public green space widow box to
  wilderness - sustained into the future
• Heightened awareness and understanding of the
  value of nature
• Larger and more diverse participation in nature
  conservation
• Enhanced infra-structure in the sector to enable
  large scale, collaborative working and leverage
  beyond 2009

8
Key elements
Key elements of campaign
BBC Broadcast reach Driving audiences
Local interest MY PATCH
SCHOOLS Connects triggers
Funding Lottery funds for project delivery
KIDS pester power
Engagement Sector providing events projects
9
Oct 06
Jan 07
Jun 07
Oct 07
Jan 08
Jun 08
09
Jun 06
Broadcast activities
Springwatch survey
Tree planting
Nest boxes
Family library events
Urban, rural and garden projects
Community nature reserves
Nest boxes
Flagship events
Flagship events
Animal Rescue
Nature of Britain
National TV network
Spring watch
Autumn watch
Spring Watch
Jimmys Wild Farm
Greatest Garden

Event producers
Animal Ark UK
NoB 10 films
Regional TV and radio
Local radio, regional TV, specially commissioned
regional content
Natures Calendar Nest boxes Events
Reserves Nest boxes
Childrens TV Programme
CBBC RWS other strands
CBBC RWS other strands
Animal House
Womans Hour
Changing Places
Radio
10
Jun 08
09
Jan 08
Jun 06
Jan 07
Oct 06
Jun 07
Oct 07
Projects on database
.
.
5,000
12,000
25,000
30,000
40,000
50,000
2,000
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
2,000
.
.
.
.
.
.
.
.
250k do survey 180k at events
200k at events
250k at events
750k at events
250k at events
Participation
Family events
Springwatch survey
Tree planting
Nest boxes
Community nature reserves
Nest boxes
Urban rural projects
Broadcast activities which drive people to the
campaign events projects
Flagship events
Flagship events
Gardens and neighbourhoods
Co-branded partner events
Schools campaign
Regional campaign targeting community groups and
workplaces
W. Hour Competition
11
Springwatch
LIVE on BBC 2 - each night for 3 weeks,
nationwide celebration of UK wildlife and
people. 

• Linked programming for pre- and primary school
  children and UK Regions ( England,
  Scotland, Wales and NI ) to ensure rich local and
  regional content on TV and radio
• Week 1 Discover common wildlife in your local
  patch
• Week 2 Engage participate in events across the
  nations
• Week 3 Get involved join up with others to
  create Breathing Space in your neighbourhood
  help make a difference

12
Springwatch audience response

• Viewing figure
• Highest audience on BBC Two for the broadcast
  period 3.7 million
• Average audience 3.4 million (up 0.5 million on
  2005)
• Highest audience appreciation rating for any
  channel, for every show
• Consistently most liked programme of the night.
• 97 of viewers where interested in seeing more
  next year
• Participation
• 158,000 Springwatch survey recordings
• 260,000 Breathing Places resource packs
  distributed in 05, 750,000 in 06
• 38 million hours promised to create breathing
  spaces in the year ahead
• 25,000 actions signed up (eg make a pond, plant
  a wildlife friendly garden)
• 270,000 people attended Springwatch Breathing
  Places events across the UK
• 1500 partner events and projects registered on
  Breathing Places database

13
Springwatch audience response - continued

• Broadcast coverage
• Extensive coverage on BBC Local Radio and
  Regional TV across the UK including approximately
  ..
• 230 local radio pieces
• 150 features on regional TV
• 120 reports from the Springwatch farm
• 3 Really Wild Show Springwatch Specials on CBBC
  (target audience children 7 -12) drive families
  to broadcast
• events.
• Springwatch on CBEEBIES (target audience under
  7) attracted highest ever viewing figures for the
  programme
• since its launch
• Web traffic
• Record 12 million hits on Springwatch web site,
  a six-fold increase on 2005
• 20,000 message board postings, a new
  conversation started every 60 sec
• Funding
• 5 million lottery Breathing Places grant
  programme launched
• Awards
• Top ten BBC programme for 2005
• Winner of the 2005 Royal Television Society
  Award for Factual TV

14
A few simple conclusions

• Start with the audience understand their needs
• Engage through action - make it purposeful and
  the impact tangible
• Work in partnership to secure funding, local
  events and broadcasting opportunities
• Keep the objectives simple

15
Thank you
16
bbc.co.uk/breathingplaces