As an industry, we must do more to raise awareness of climate change and implement initiatives that address inaction. But sometimes it can be tough to know where to invest, what actually works, and what’s just lip service. What if there was a proven model the ad sector could invest in to drive meaningful environmental action?
In late 2024, we launched the inaugural Wild Spaces film, a first-of-its-kind cinema spot shown nationwide on Pearl & Dean cinema screens.
The initiative enables film-lovers to support nature simply by visiting the cinema. As well as being a funding tool for National Parks projects, it uses cinema to tell ‘good news’ stories in a truly emotive way.
Created by DIVE, our experiential agency, each episode brings a nature project to life, celebrates a National Park, and highlights the advertisers who fund it.
Having previously highlighted peatland restoration in the Peak District, rainforest management in Wales and Beaver habitation in Scotland, the latest episode takes us to North Yorkshire National Park, where the film documents the creation and monitoring of new coastal habitats, showing how artificial rock pools can transform concrete walls and harbour structures into living environments.