Over the last 50 years, the UK’s songbird population has plummeted by a staggering 50%, yet few people are aware of this decline. SongBird Survival, uses its donations to help halt and reverse the loss of species such as tits and sparrows by funding scientific research at top UK universities. Curious PR’s long-standing experience and passion for biodiversity within environmental sustainability means we can interpret this science and communicate relevant messages to journalists and key stakeholders, including the public – both urban, rural, young and old. In September 2020, we issued news research from the University of Exeter which identified 5 main ‘types’ of cat owner in terms of their attitude to their cats’ hunting. The campaign resulted in a media reach of over 180m, thanks to articles and broadcast interviews in the likes of BBC Radio, Mail Online, The Telegraph, The Independent, Newsweek. Over 20,000 cat owners did a simple quiz to find what type they were, proving there is a keen interest in the subject from the 25% of the UK who own a cat. In the words of Tom Streeter, Chair of the charity, “If nature is to ‘win’ and endangered species thrive, a pragmatic approach is needed whereby cat owners’ views are considered as part of wider conservation strategies.”
There are a plethora of issues facing our dawn choristers: climate change, habitat loss, urbanisation, predation, toxicity and others. But with better understanding, and the right actions and policies, their voices can grow stronger once again.