Wild Spaces films have reached 14m cinema goers so far.
In September 2024, Pearl & Dean, a leading cinema advertising contractor, launched Wild Spaces, a groundbreaking partnership with the National Parks.
Wild Spaces demonstrates how a creative media partnership can drive both brand awareness and real-world environmental impact.
This initiative represents a pioneering effort in the media industry, offering brands that are passionate about sustainability the opportunity to advertise alongside bespoke creative content that not only educates cinemagoers about environmental challenges but funds nature restoration projects across the fifteen UK National Parks.
By leveraging creative advertising, Wild Spaces highlights how media spend can support biodiversity restoration and connect audiences, both young and old, with nature.
This creative campaign was developed by Pearl & Dean’s experience agency, DIVE, in collaboration with National Parks Partnerships. The initiative saw mobile network provider giffgaff taking the exclusive spot in the first six months of the project. Starting from March 2025, other brands will be invited to take part in this impactful project.
The UK faces significant environmental challenges, particularly with biodiversity loss in its National Parks.
Public awareness around the need for nature restoration and the crucial role of National Parks in preserving biodiversity needed to be heightened. At the same time, brands were seeking new, creative ways to promote their products while aligning with purpose-driven, sustainable initiatives. Pearl & Dean aimed to create a meaningful media partnership that not only raised awareness of these challenges but also directly funded environmental restoration efforts.
Wild Spaces was created as a first-of-its-kind advertising project that combined brand marketing with environmental impact. The campaign was designed to raise awareness of the vital work being done to restore and protect the National Parks. The advertising reel, shown in cinemas, features purpose-driven brands alongside bespoke creative content that educates cinemagoers about the restoration efforts in these natural spaces.
The project’s unique structure allows participating brands to feature in a dedicated advertising reel that drives brand awareness, while also funding nature restoration projects. The reel ends with a short, emotional episode produced by DIVE, showcasing the real-world impact of conservation work.
The Wild Spaces campaign is already making waves in both the advertising and environmental sectors. Early results indicate that the campaign has successfully engaged cinema audiences and raised awareness about the importance of biodiversity. Cinemagoers reported a strong emotional connection to the campaign, with 60% of viewers expressing that they feel positive about efforts to protect National Parks.
Moreover, the collaboration between Pearl & Dean and giffgaff has set a new standard for how media partnerships can contribute to sustainability goals.
The project has also helped establish a model for other brands to consider using their media spend for purpose-driven initiatives that have tangible environmental impacts.
Pearl & Dean is the only truly independent cinema advertising contractor in the UK. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK including Everyman, Curzon, Showcase, Movie House and Omniplex sites.
National Parks Partnership works with leading organisations to deliver nature recovery, social impact and climate action at national scale.
Through a partnerships spanning a few to all fifteen UK National Parks, we help businesses move from ambition to demonstrating real and measurable impact.
Whether you are exploring your first partnership, or looking to deepen existing commitments as part of a wider partnerships portfolio, our team will work with you to shape a partnership aligned to your organisation’s goals, governance and reporting needs.
Share a few details below and a member of our team will be in touch to discuss partnership opportunities across the UK National Parks.
Partnering with the National Parks brings our technology together with on-the-ground initiatives to make a real impact.
Importantly, our research not only shows that people want to engage more with nature, but that they expect businesses to play their part too, so we are proud to help meet that challenge.
Nicki Lyons, Chief Corporate Affairs & Sustainability Officer, VodafoneThree
