Whitley Fund For Nature, 25 years of WFN, 25 year event

Animal magic: global nature conservation

Whitley Fund for Nature (WFN) is a fundraising and grant-giving nature conservation charity offering training and grants to environmental champions who work to protect threatened species, including lowland gorillas, penguins and vultures, in developing countries.

The brief

Liquid was appointed to raise awareness of WFN’s annual conservation awards. Before the VIP ceremony, featuring fund patron HRH Princess Anne and trustee Sir David Attenborough, we were tasked with producing engaging copy for use in press releases, websites and for profiles, for use in multiple global territories.

What we did

We managed a pre-event press conference in London, securing attendance from media including the BBC, The Daily Telegraph and National Geographic magazine. We provided support for the conservationists including media training and hosting interviews. Liquid was responsible for raising the profile of WFN in the UK and the conservationists’ home countries. Press releases were distributed in countries as diverse as Bangladesh, Democratic Republic of Congo and Argentina. We also launched the award’s Instagram page: @whitleyawards.

The result

Liquid secured 141 pieces of coverage – and counting – resulting in a combined global reach of 93.7 million. Titles included The Guardian, Nat Geo Kids, The i paper and The Ecologist. In interviews, the Princess Royal and Sir David acknowledged the importance of the media coverage secured for the campaign.

Liquid also supported WFN’s 25th anniversary gala at the National History Museum, London, to help raise £1 million for vital conservation work.