OOH campaign champions urban wildlife

The creative replaces people with wildlife in a series of question-led executions that challenge common assumptions about both Londoners and urban animals

London Wildlife Trust has launched an out-of-home (OOH) campaign encouraging Londoners to recognise and support the wildlife that shares the city, using humour and wordplay to challenge perceptions of urban nature.

The campaign, created with creative direction by Jack McPartland, highlights species including starlings, beavers and hedgehogs to explore how wildlife adapts to city life while drawing attention to the pressures many animals continue to face.

Campaign uses humour to challenge stereotypes

The creative replaces people with wildlife in a series of question-led executions that challenge common assumptions about both Londoners and urban animals. The campaign asks whether Londoners are always in a rush, too distracted to notice their surroundings or more willing to give a dam about nature than they might think.

The work aims to encourage audiences to see wildlife as part of the city's communities and to consider how they can help protect local habitats.

Campaign runs across digital screens

The campaign is running on 15 large-format digital out-of-home screens and the Loop network as part of Ocean Outdoor's annual Drops in the Ocean programme, which donates 2 percent of its UK screen inventory to environmental charities and good causes.

QR codes displayed on Ocean's Loop network at Battersea Power Station, as well as screens in High Street Kensington and the Northern Ticket Hall at Westfield Stratford City, direct audiences to an online quiz that matches participants with a wild Londoner. The experience also provides information about urban wildlife and practical ways to support nature recovery, with participants receiving a shareable result.

Ocean Outdoor backs wildlife awareness

Shona Dobson, Senior Marketing Manager, Ocean Outdoor: "The message is that urban wildlife needs space, thriving habitats and our support if they are to continue living in London. By seeing them as our neighbours, London Wildlife Trust hopes more people will be inspired to make way for nature and help wildlife recover, an objective that fully reflects our Drops in the Ocean mission."

www.oceanoutdoor.com

www.wildlondon.org.uk

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