People’s Plan for Nature

Client: National Trust, RSPB & WWF

The People’s Plan for Nature was created for the people, by the people of the UK – a vision for the future of nature, and the actions we must all take to protect and renew it.

Powered by National Trust, RSPB & WWF, and with input from thousands of people from across the UK, the People’s Plan for Nature called for urgent, immediate action – from governments, businesses, charities, organisations, farmers and communities – to protect and fundamentally change how we value nature.

The hero film…

…and the explainer.

A representative group of 103 people with different backgrounds, values and experiences were randomly chosen to form the People's Assembly for Nature. The group came together over four weekends to learn about the crisis UK’s nature is in; they discussed and deliberated over the issues and found common ground to create the People’s Plan for Nature.

Over several months we led on all filmed content of assembly process, working with the partner charities, external agencies, and participants themselves using co-design principles to tell their delicate story of debate and decision making with sensitivity and trust.

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Alongside their launch on RSPB, WWF and National Trust social media accounts, the videos screened at various high-profile events where they gained large audiences, including…

Liberal Democrat, Labour, and Conservative Party conferences in 2023
Westminster Reception (270 high-profile guests)
Together for Nature Community Event (200 attendees including community leaders)
Restore Nature Now March (attended by over 60K+ people)
RSA Fellows Festival 2023
Groundswell Festival 2023
Multiple business screenings – including with large firms such as PepsiCo, Nestle and Aviva.

…and still feature in the partnering charities’ communications and advocacy work over a year later.

Many assembly members who contributed to the film colloquially shared that they found the process of being able to voice their views on camera empowering and enjoyable; many continue to use the films in their own advocacy and have grown in confidence to become regular spokespeople for the campaign and wider nature issues.

“Holly was a joy to work with from start to finish. What stood out was not only Holly’s instinct when it came to filming and crafting a narrative – but that she truly understood people. Holly was able to build rapport and trust with participants quickly and authentically, helping to break down initial fears of being on camera and get the best out of people. I really felt that Holly was driven by the purpose of our work, which made the entire process both seamless and impactful. The result is a powerful film that is not only moving, but moves people to action.”

Kathryn Machin -
Head of Community Engagement Campaigns, WWF-UK

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