RSPB's reboot turned eco-anxiety into 'so many ways to save nature'

Give the Royal Society for the Protection of Birds a new positioning and people-led call to action that instils both hope and urgency, reconnecting the charity with who it is while carving an authentic place in the worldwide environmental sector.

Sound the alarm without telling anyone off: a hopeful, people-led call to action, plus a fast montage proving there are many ways to help.

Asha & Co kept the recognisable bird logo but modernised it with a bright blue wingspan and shot 'The Call' film from above — an Attenborough-esque bird's-eye view built to shift emphasis beyond birds to 'action for nature with a bird's eye view'. Lovers' 30-second reappraisal film, 'There are so many ways to save nature', cut energetically between farmers, children, campaigners and commuters.

The reboot launched with the positioning 'Nature is in crisis. Together we can save it', aiming to move RSPB communications from bird protection to action for nature and to reach new young audiences without paralysis-inducing eco-anxiety.

The RSPB, one of the UK's largest conservation charities, faces ecological collapse in its daily work — and its 2022 reboot confronted a stark fact: the UK is now one of the most nature-depleted countries in the world, with the next ten years set to be make-or-break for nature and wildlife.

The society enlisted Asha & Co for a new positioning and brand identity — 'Nature is in crisis. Together we can save it' — with Lovers joining for a video-centred 'bold brand reappraisal campaign'. The brief was to instil both hope and urgency, offering an inclusive message of encouragement aimed at people everywhere.

Asha & Co modernised the recognisable bird logo with a bright blue wingspan, and created 'The Call', a short film with a nature-documentary feel, shot predominantly from above with a meditative voiceover — a top-down approach built to shift emphasis beyond bird protection towards 'action for nature with a bird's eye view', capturing the big picture grounded in detail.

Lovers' reappraisal message, 'There are so many ways to save nature', ran as a lively 30-second montage of farmers, young children, campaigners, commuters cycling to work and people creating conservation spaces — deviating from the guilt-led style of typical conservation campaigns. RSPB's Paul Birmingham said the work stresses that action must come from people 'without pointing any fingers'; Lovers founder Alex Ostrowski said the energetic montage beat urgency, humour and song in testing.

The blue wingspan keeps a century-old equity while signalling the charity's widened mission beyond birds.

The bird's-eye film language literalises 'the big picture' the positioning asks people to see.

The many-ways montage converts dread into agency — every viewer already qualifies.

Urgency without guilt: the way past eco-paralysis is showing many small doors in, not one accusatory megaphone.

The reboot rolled out across identity and film from late 2022; the source reports no campaign performance figures.