Looking for a kingfisher.
The Canal & River Trust cares for 2,000 miles of waterways across England and Wales.
But upkeep is getting harder each year. That’s why the charity needs public support that will last long into the future – and they asked me and my team to help.
With more and more visitors to the canals, mounting maintenance costs and worsening extreme weather, Canal & River Trust need long-term funding – and gifts in Wills will be essential.
The problem is, awareness of them as a charity is low – despite the millions of us who enjoy the waterways. That’s where Birdwatcher came in.
Following a boy who’s processing the loss of his Grandad, it’s a story about the places that define our relationships – and the inheritance Canal & River Trust protects for all of us.
But with the airwaves absolutely saturated with gifts in Wills marketing, I knew a beautiful story wouldn’t be enough – we needed to offer people something of genuine value.
That’s where our Canal Guide came from, an artful pack full of the history and nature along the waterways, plus a map of the best experiences.
Even though this was the charity’s first legacy TV campaign, it’s been a huge success – smashing its annual target within the first month.
