Legacies are a crucial income stream for the RSPB however, in 2019 it was clear the number of pledgers was in decline. Aiming to reverse that trend and to inspire more nature lovers to consider the charity in their will, the RSPB appointed Catsnake: The Story Agency in late 2019, to help on numerous large-scale public facing campaigns and internal, strategic projects. Since 2019 the partnership has gone from strength to strength. In 2021 the RSPB approached Catsnake to develop their first ever legacy TV advert, with a campaign on social media to run alongside it to amplify its impact. This was the perfect opportunity to apply the vast insights gathered from a digital test and learn campaign they had worked on together in 2020, which uncovered the most powerful story types, emotions and audience motivators.

The emotive creative Catsnake developed, followed a baby blue tit which became isolated from its parents, and struggled to traverse a rapidly evolving landscape, before eventually finding its way home. This idea, stemmed from one of the most successful stories in their digital campaign. It was developed as an emotionally engaging metaphor for the growing disconnection between people and the natural world, and the potential for this to be repaired through the RSPB’s work to rebuild this vital bond and create a future where people and nature can thrive together. The story was brought to life in beautiful watercolour animation by Aardman Animations, and Academy Award-winning actor Jim Broadbent provided the voiceover.

Grow with Peter Rabbit was launched in 2022, during the 120th anniversary of The Tale of Peter Rabbit. Penguin Random House recognised the opportunity to reignite the classic brand - in response to recently conducted consumer insight to help inform the strategy for this milestone year - and to reposition Peter Rabbit with social and educational purpose to affect positive change. Our campaign was devised with Riot Communications to drive relevancy and engagement with audiences who might not be familiar with the original Peter Rabbit stories whilst simultaneously creating a long-term initiative to drive social impact by offering children opportunities for nature-based learning and hands-on experiences. Grow With Peter Rabbit is the result of a partnership with non-profit garden designers Grow2Know CIC. At the heart of this initiative is a three-year commitment from PRH and Grow2Know to ‘green up’ disused spaces by delivering three Peter Rabbit-inspired gardens for communities who will benefit the most. The first Peter Rabbit Garden opened in July this year and has become a hub of learning; connecting children with nature, teaching them about the importance of the environment and becoming more connected to the food they eat. It offers the local community an inspiring, outdoor space with areas for growing, playing, reading, and learning. This is the start of a new journey for Peter Rabbit and one that the entire business is committed to, ensuring that the brand will reach new audiences by delivering real-world impact whilst continuing Beatrix Potter’s legacy of conservation for future generations.

Extreme heat is the leading weather-related cause of death in the U.S., disproportionately affecting poorer communities. As climate change continues to threaten neighborhoods all over the world, GAF, a Standard Industries company and North America’s largest roofing and waterproofing manufacturer, is committed to using its products and resources to help address this issue. GAF launched the Cool Community Project, an unprecedented, community-wide, multi-phase research effort to understand the impacts of various cooling solutions on heat and livability within metropolitan areas. GAF identified and partnered with nonprofit organizations and applied 1-million sqft. of StreetBond solar-reflective pavement coatings to streets, parking lots, parks, and a playground in Pacoima, L.A.’s hottest neighborhood. GAF is measuring the impact with the goal of scaling to other neighborhoods. A critical component of this effort was collaboration with local residents. One of the key differentiators of the GAF’s solar-reflective pavement coatings is their availability in a range of vibrant colors, which provided an opportunity to engage the community and revitalize the area reflecting the neighborhood’s character and culture. The visuals and stories from the Cool Community project kicked off a media frenzy generating more than 655 million impressions across multiple verticals and markets. While long-term research and monitoring is being done, the immediate impact is undeniable. On average, a decrease in surface temperature between 10-12°F was seen - in some cases even higher. This effort has brought new life to the community as well; many residents have shared that they’re feeling a difference when they’re outside with more taking to the parks to enjoy the comfortable new spaces - bringing people together. Those with children have been especially vocal about the impact - one mother, who used to dread the walk to the community pool, shared that she no longer feels the heat through her shoes.

Dove provides personal care products you can trust for skin and hair while redefining toxic beauty standards–empowering everyone to experience beauty and body image positively. As a multi-generational brand known for its innovation in product and marketing, Dove leads the personal care category with clinically recommended products and initiatives to improve the beauty industry for future generations. For the past three years, Collectively’s work with Dove has centered on the intersection of product and purpose marketing, driving impact across product narratives in tandem with purpose-led marketing and diverse and inclusive casting. In 2022, Collectively expanded the Dove influencer community—empowering voices to further champion body confidence and inclusivity across multiple social impact pillars. Activity spanned 22 paid campaign briefs and 13 PR mailers while nurturing and developing a community of 1,000+ creators across earned and paid activities. Content has differentiated Dove as a top actionist beauty brand through bold influencer relationship innovations—challenging industry norms to better support creators. Campaigns have ignited a broader social impact movement, generating more than 600M total impressions and harnessing the energy and creativity of influencer partners to enlist followers more actively in Dove-backed causes.

Asking athletes to stop exercising is the last thing you would expect a global sports brand to do. But in 2022, ASICS became the first sports brand to use inactivity for good – developing cutting-edge technology to track thousands of athlete’s mental states to show exactly what inactivity does to our minds. The story was covered in 61 markets, disrupting the global exercise/wellness conversation - giving new inspiration for the world to move and free new technology for the public to track the positive impact on their own minds.

Dove provides personal care products you can trust for skin and hair while redefining toxic beauty standards–empowering everyone to experience beauty and body image positively. As a multi-generational brand known for its innovation in product and marketing, Dove leads the personal care category with clinically recommended products and initiatives to improve the beauty industry for future generations. For the past three years, Collectively’s work with Dove has centered on the intersection of product and purpose marketing, driving impact across product narratives in tandem with purpose-led marketing and diverse and inclusive casting. In 2022, Collectively expanded the Dove influencer community—empowering voices to further champion body confidence and inclusivity across multiple social impact pillars. Activity spanned 22 paid campaign briefs and 13 PR mailers while nurturing and developing a community of 1,000+ creators across earned and paid activities. Content has differentiated Dove as a top actionist beauty brand through bold influencer relationship innovations—challenging industry norms to better support creators. Campaigns have ignited a broader social impact movement, generating more than 600M total impressions and harnessing the energy and creativity of influencer partners to enlist followers more actively in Dove-backed causes.

Grow with Peter Rabbit was launched in partnership with Grow2Know CIC in 2022, during the 120th anniversary of The Tale of Peter Rabbit. Penguin Random House Children's recognised the opportunity to reignite the classic brand - in response to recently conducted consumer insight to help inform the strategy for this milestone year - and to reposition Peter Rabbit with social and educational purpose to affect positive change. At the heart of Grow with Peter Rabbit is a three-year commitment from Penguin Random House and Grow2Know to ‘green up’ disused spaces by delivering three Peter Rabbit-inspired gardens for communities who will benefit the most. The first Peter Rabbit Garden opened in July this year and has become a hub of learning; connecting children with nature, teaching them about the importance of the environment and becoming more connected to the food they eat. It offers the local community an inspiring, outdoor space with areas for growing, playing, reading, and learning. Our campaign was devised with Riot Communications to drive relevancy and engagement with audiences who might not be familiar with the original Peter Rabbit stories whilst simultaneously creating a long-term initiative to drive social impact by offering children opportunities for nature-based learning and hands-on experiences. This is the start of a new journey for Peter Rabbit and one that the entire business is committed to, ensuring that the brand will reach new audiences by delivering real-world impact whilst continuing Beatrix Potter’s legacy of conservation for future generations.

GAF, a Standard Industries company and North America’s largest roofing and waterproofing manufacturer, launched GAF Community Matters in 2020 to deliver on its promise to “protect what matters most.” This year, GAF developed a campaign to reinforce core principles of GAF Community Matters and raise it to a national platform by helping communities that have been devastated by natural disasters and struggle to rebuild or prepare for future crises. For too long, disaster response has prioritized short-term support over long-term resilience. There is no greater example of this than the sea of blue tarps covering communities in New Orleans. They mark the start of a long and expensive road to rebuild, which is often left incomplete, leaving families and communities overburdened and vulnerable to future weather events. GAF partnered with Marvel’s new Captain America, Anthony Mackie, a hero on and off camera, to bring Community Matters to the 7th Ward of New Orleans, Mackie’s hometown. GAF committed to repairing or replacing 500 roofs throughout the Gulf Region, starting with 150 roofs in the 7th Ward and worked with Mackie to kickoff repairs as hurricane season got underway. Mackie, the son of a roofer, spent his teen years working in his family roofing business. He knows the importance of a roof to keep families safe and dry and the critical role roofers play in building resilient homes. GAF also committed to train members of the community in essential roofing skills and provide resources to non-profit partners, including Rebuilding Together, Habitat for Humanity, Team Rubicon, Good360 and SBP, to employ these individuals to support rebuilding efforts.

In just a week, the campaign received 900+ media hits garnering 2B+ impressions. To date, GAF has helped to repair hundreds of roofs in the Gulf Region and continues to help bolster rebuilding and resiliency efforts across the country. Most importantly, families have already been able to return home without worrying about rain damage or the next storm.

Grow with Peter Rabbit was launched in 2022, during the 120th anniversary of The Tale of Peter Rabbit. Penguin Random House recognised the opportunity to reignite the classic brand - in response to recently conducted consumer insight to help inform the strategy for this milestone year - and to reposition Peter Rabbit with social and educational purpose to affect positive change. Our campaign was devised with Riot Communications to drive relevancy and engagement with audiences who might not be familiar with the original Peter Rabbit stories whilst simultaneously creating a long-term initiative to drive social impact by offering children opportunities for nature-based learning and hands-on experiences. Grow With Peter Rabbit is the result of a partnership with non-profit garden designers Grow2Know CIC. At the heart of this initiative is a three-year commitment from PRH and Grow2Know to ‘green up’ disused spaces by delivering three Peter Rabbit-inspired gardens for communities who will benefit the most. The first Peter Rabbit Garden opened in July this year and has become a hub of learning; connecting children with nature, teaching them about the importance of the environment and becoming more connected to the food they eat. It offers the local community an inspiring, outdoor space with areas for growing, playing, reading, and learning. This is the start of a new journey for Peter Rabbit and one that the entire business is committed to, ensuring that the brand will reach new audiences by delivering real-world impact whilst continuing Beatrix Potter’s legacy of conservation for future generations.