The campaign has been developed to raise awareness of the prestigious Green Flag Award, the international quality standard for parks, which the charity manages on behalf of the Ministry of Housing, Communities and Local Government.
The Green Flag Award scheme recognises and rewards well managed parks and green spaces, setting the benchmark standard for the management of recreational outdoor spaces across the United Kingdom and around the world.
Parks presented with the Green Flag Award are safe, demonstrate care for the environment, encourage healthy lifestyles, have a good range of facilities and are well maintained and managed.
As part of the partnership Agent designed and created digital advertising, social media assets and web imagery for the Green Flag Award awareness campaign.
“As an agency, we are always looking for ways to work with brands that make a real difference in their communities and beyond, so we are delighted to have the opportunity to work with Keep Britain Tidy on this awareness campaign.
“Through our visual concepts for the Green Flag Award, we wanted to communicate that winning parks are closer than people may think, and to encourage people to use them. The creative was developed in a literal sense, with dramatic imagery such as enlarged feet and hands to create visual impact. The whole process has been incredibly collaborative with the team at Keep Britain Tidy, and we are excited to see our ideas come to fruition.”
Helen Bingham, director of communications at Keep Britain Tidy, said:
“For us, the aim of this campaign is to raise awareness of the Green Flag Award. We know that often people will see the flags flying in their parks, but may not know what they mean. Winning a Green Flag Award brings a wealth of benefits for parks and green spaces, from the status of being affiliated with a prestigious awards programme, through to tangible benefits such as boosting tourism and opening up revenue opportunities.
“Through the Green Flag Award, we want to ensure that everybody has access to quality green spaces, irrespective of where they live. By working with Agent on this digital-only outdoor advertising campaign, we are able raise awareness of our award -winning spaces in the most visually impactful, yet environmentally friendly way possible.”