Forestry Commission

Forestry Commission
Strategy, campaigns and communications for our national forestry estate.
Campaigns/Strategy/Public relations/Design/Copywriting/Copyediting/Social media/Infographics/Film/Scriptwriting

Creative Concern is Forestry Commission England's retained agency, supporting in all its communications. We work with the national team as well as regional teams located across England.

We have devised a number of campaign strategies for Forestry Commission, each a result of robust periods of research with key stakeholders such as peers within the industry, competitors and comparators, staff, and customers. We have often also orchestrated the implementation of the strategy, too, such as the delivery of the tree health communications strategy and the biosecurity campaign, Keep It Clean.

Alongside our strategic consultation work, we have written and designed reports, produced advocacy and promotional literature, created banks of social media content, produced films and conducted PR campaigns.


Public relations
PR shots of the Christmas trees at Kielder Forest

We work on many campaigns (often involving the arts and communities) including Environmental Photographer of the Year, Picnic Cinema, Grizedale (Arts), Kielder Forest (Cycling, ospreys, Christmas trees), Dalby Forest trail and support on Picnic Cinema (for 2013 and 14).

We have achieved huge amounts of targeted TV, radio and print and created and delivered social media campaigns for three forests organisations. We also delivered social media training for Forestry Commission staff.

“I have worked directly and indirectly with Creative Concern over the last 8 years. In every instance I have found their approach professional and realistic. They back this up with unflagging optimism, humour and the delivery of quality work. They are also prepared to go the extra mile.”

Keith Jones, Regional Director, The Forestry Commission

Cycle Happy

We developed a campaign to encourage families and young people to visit Forestry Commission’s Active Forest sites to take up regular cycling.

The campaign brought together Creative Concern’s content, copy and design teams to develop a comprehensive approach to reach the target audiences and, importantly, responded to what audiences told us was important.

We undertook extensive research, including a series of focus groups with children and teenagers, which gave insights into current awareness and perceptions of the Commission’s forests and campaigns.

We created a campaign identity, complementing the core Forestry Commission brand, messaging and the outputs, which included a suite of onsite materials (activity sheets, promotional materials) and online/social media promotional tools.


Tree Health

For years, the Forestry Commission has been working tirelessly to research tree pests and diseases, and to promote good tree health. However, as the threat from the spread of tree pests and disease intensifies, it became a top priority for the Forestry Commission to better communicate best practice and to link with partners working in related sectors to make sure that the issue is tackled to slow the spread. To do this, Creative Concern developed and delivered a communications strategy and subsequent campaign to position the Forestry Commission as the expert in tree health.

Communicating the importance of biosecurity and tree health

Land management featuring Brian Blessed

Filmed in Brian Blessed’s back garden in Surrey and on location in Cannock Chase in the Midlands, the film illustrates the scope of the Forestry Commission’s work, enhancing and protecting wildlife working with partners such as The Wildlife Trust and the RSPB.

Alongside the main film, we produced a set of short social engagement shorts, featuring Brian, along with information about land management. The films were used across Forestry Commission’s social platforms.

 

We talk to Brian Blessed about land management with Forestry Commission

“I feel that the Forestry Commission do a marvellous job and we need to protect our trees and forests for future generations. They are places to explore, to relax and to enjoy the species of plants and wildlife that make our country a joy.”

Brian Blessed