Our Work

Westcountry Rivers Trust



Stretching 60 miles from source to sea, the Tamar river has an almighty impact on the history, lives and identities of the people living in its catchment. So last year, Westcountry Rivers Trust (WRT), working with WaterLIFE (a WWF project), wanted to celebrate that fact with their first ever public facing campaign.

Think

Getting people talking, sharing and thinking differently about how vital the Tamar is as a life source, WRT came to us in need of a summer campaign to build people’s awareness of the river’s role in everyday life. Our goal was to help people appreciate the value of the river from an ecological, sociological and recreational standpoint – as well as reaching out to businesses in the area by encouraging them to get involved.

WRT came to us in need of a summer campaign to engage, empower and inspire people in the catchment to improve their local waterways.

Drawing together a specialist creative team, which extended to designers and PR experts, the ‘My Tamar’ campaign was a bold, creative concept that put people’s relationship with the river at the heart of the activity. Whether they were walking the riverbanks, catching the ferry to work, or simply brushing their teeth in the morning, the campaign called on the public to share what the river meant to them. Using a core motif, the TaMARK, the idea was set to unite everyone through their relationship with the river, which played out through posters, visuals and photo competitions, as well as a roadshow that spread the word and allowed people to creatively interact with the WRT team.

Write

Gearing up for their tour with a campaign tone of voice and visual identity, a PR strategy and exciting visuals, we armed the team with a haul of memorable campaign materials. These included photo stencils, flyers, posters and interactive art installations. With these to help them on their way, they set out on their summer tour, busily capturing people’s imaginations and encouraging them to get artsy by creating their own TaMARK.

Create

Through an immersive campaign narrative, My Tamar spent the summer interacting with the public and businesses in the catchment area to draw out stories, pictures and capture people’s own individual TaMARKs. These were then pulled together into a short film, which was premiered at the campaign’s Tamar Festival event at Cotehele Quay.

Met with a wealth of positive feedback from the public, both face-to-face and through social media, the My Tamar campaign helped smash initial targets:

  • Public engagement beat targets by 200%
  • Business engagement went even further than hoped for, with over 250 interactions with companies
  • The WRT team also found themselves on the radar of leading figures in environmental agencies such as DEFRA, who were impressed that the team was willing to try something entirely new – making a mark on the future of the Tamar.