‘Youth mobilisation strategy’: Why RSPB wants to be ‘more than a bird charity’
The RSPB wants to balance a sense of nostalgia with a foray into TikTok, as the charity hopes to reach new audiences and long-term supporters alike.
The Royal Society for the Protection of Birds (RSPB) is one of the most well-known and recognised charities for wildlife protection and conservation, supporting a range of animals and nature reserves.
In its 135th year, the Royal Society for the Protection of Birds (RSPB) is on a mission to show it’s “much more than a bird charity”.
“You can’t save birds without saving nature and you can’t save nature without saving birds,” says director of digital tech and comms, Emma Marsh.
“To reach new audiences, we have to diversify the sector, understand the scale of our impact and become more inclusive and relevant to people. I feel as though we’re really heading in the right direction.”
A cornerstone of the new brand strategy is engaging younger people. As well as doing this through its youth council, the RSPB has implemented a “youth mobilisation strategy” focused on social media marketing, particularly through TikTok.