The ad breaks on Friday 5 July during the evening. It will show a bird struggling to find somewhere to live in an inhospitable city and highlight ways people can help provide homes for garden species like birds, hedgehogs and butterflies.
Beth Thoren, the charity’s communications and fundraising director, said the main reason behind the ad, created by specialist agency Arthur London, was to challenge the misconception that the RSPB is a "small organisation of peculiar twitterers".
She said: "It does far more than birds. People don’t understand that."
Thoren, who led the marketing effort around the switch from analogue to digital TV, said the RSPB campaign also aimed to raise awareness of the "astronomical" decline in wildlife species, which has fallen 60% since the 1950s and encourage action to combat this.
The RSPB hopes to inspire individuals to create a one million new homes "for nature" in their gardens or outside areas. Social media competitions across sites such as Instagram, Facebook and Pinterest will also be used to encourage supporters to make pledges to help the campaign.
Further down the line, it will also outline the steps that businesses, communities and politicians can make.
The ad introduces the "Giving nature a home" strapline, which has been incorporated into the RSPB’s logo, replacing "A million voices for nature". Thoren said the new strapline was more emotive than the previous one, which reflected a more "combative" approach.
.jpg)
.jpg)