Conservation charity the Royal Society for the Protection of Birds (RSPB) is hoping to inspire the public to take action to protect nature with a new, integrated campaign.

Developed in partnership with creative outfit Futerra and production agency Nice & Serious, ‘Together We Fly’ will be centred around a 60-second spot that showcases how people coming together for the greater good can make a tangible difference for tomorrow.

Encouraging the public to volunteer for local conservation projects, the campaign is inspired by the fact that as many as four in five people in Britain say that they are concerned about the climate and nature crisis, with over three quarters expressing a desire to help alleviate the problem.

“We want to create more emotional connections with our cause and encourage support, action and change. Together We Fly will help us do exactly this, and build on the community spirit we’re achieving already with our 1.2m members,” said Hannah Ranson, RSPB’s head of brand and marketing.

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“The launch campaign aims to really drive the message that we’re in this together, every action for nature matters, however big or small, and the RSPB is the nature charity for you, no matter who you are.”

The ‘Together We Fly’ creative will now be embedded in all ongoing communications, with this latest campaign set to run across TV, streaming, social media, radio and out-of-home.

Futerra CEO, Lucy Shea said: “Together We Fly is a great example of a willingness to push the boundaries on nature-related communications. The nature crisis is communicating itself, through extreme weather and species losses.”

“The benefits of taking action on nature are huge. More nature. Species protected. And better physical and mental health for those that get involved, alongside the chance to feel part of something bigger,” she added.