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A bold new approach for WWT

Strategy and content to engage supporters and members

  • Content production
  • Content strategy
  • Copywriting
  • Design
  • Editorial
  • Illustration
  • Insight
  • Photography

The challenge

WWT is the UK’s leading wetland restoration charity. With a bold new strategy and brand, WWT is on a mission to increase wetland restoration, reverse habitat loss and help nature thrive. It has an ambitious target to improve one million hectares of wetland globally and inspire one million people to take action for wetlands by 2050.

With the fresh new brand and long-term strategy, Sunday was tasked with repositioning Waterlife and looking at the charity’s wider digital content strategy to increase supporter engagement and improve the environmental sustainability of their communications.

Cover of March-June 2024 Waterlife magazine, for WWT,
A duck, scooting across the water's surface

Our solution

Sunday is taking a two-pronged approach to the brief: re-energising the magazine and looking at a long-term strategy to help WWT fulfil its ambitions in the crowded conservation charity space.

Using the new brand guidelines, the magazine becomes a bold and engaging physical manifestation of WWT’s work, values and ambitions.

The reader experience is enhanced thanks to new design elements and a clearer structure with new editorial sections. Features are crafted to deliver key messaging after collaborating closely with key stakeholders. The addition of QR codes allows for more interactivity and engagement with the website – linking to ‘how-to’ guides to encourage positive action.

We’re simultaneously looking at a long-term solution to help WWT deliver content to wider audiences across multiple platforms – factoring in channel usage, frequency, target audiences and sustainability.

The results

Our solutions give Waterlife a fresh new character and allows it to deliver WWT’s messaging in a more powerful way. The magazine is a key member benefit and an inspirational read, driving increased visitation – and visitation boosts membership.

Developing a long-term, multi-channel content strategy will attract new audiences and encourage people to take action for wetlands in a sustainable and financially efficient way.

"Get closer to nature" - double page spread in Waterlife, for WWT

Sunday is a vital component in helping WWT bring our new brand to life.  Through a new content strategy we are developing the structure we need to showcase our bolder voice while catering for our supporters’ wide range of interests. Sunday’s creative leadership, shown through the development of our beloved membership magazine Waterlife, is showing us the potential of what we can achieve as we move to a more diverse, digitally focused way of communication.

Corinne Pluchino
Director of Fundraising, Marketing & Communications

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