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Maggie's

Driving awareness and donations to combat ​water pollution ​

Friends of the Earth set out to raise awareness of water pollution in the UK and reach audiences living close to waterways who feel that water sewage is a barrier to their leisure and freedom. Our challenge was to convert these people to drive donations to the cause through our digital media strategy.

What we did

Our strapline, “Winning attention & mobilising action through local lifestyles,” captured our approach of using high-impact, contextually relevant media placements to raise awareness with hard-hitting creative. We then mobilised action through educational, response-driven content designed to drive donations.

What we did

To maximise impact, we focused paid media on key river and coastal areas, targeting outdoor, water sports, and nature enthusiasts. This strategy delivered a full-funnel activation, moving audiences from awareness to consideration and ultimately driving action.

Key metrics for Friends of Earth’s campaign showed strong performance. Attention metrics peaked during the campaign period, rising from 1.2 to 1.9 YoY. Consideration lifted from ​8% to over 25% over the course of the campaign. The campaign also delivered over 7 million impressions and nearly 1m completed video views

  • 1 million

    Completed video views

  • 7 million

    Impressions

Our work

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