The inserts will be carried in publications including next week's issue of BBC Wildlife and will highlight Sustrans' work in encouraging fitness among children and improving streets and communities. The campaign is being aimed primarily at social activists and the environmentally conscious.
Entire is aiming to reverse the declining effectiveness of Sustrans' media insert campaigns and return them to their previous high success rate. To achieve this it has devised a creative execution that focuses on the way in which Sustrans has improved people's and communities' lives by advocating and supporting more environmentally responsible means of transport, such as cycling.
The inserts feature a call-to-action addressing recipients in the first person and include testimonials and case studies.
Ian Bates, Entire creative director, said: "This a great opportunity to demonstrate the effectiveness of media inserts. Public donations are the lifeblood of charities such as Sustrans and we're positive that this campaign will both increase support amongst a widening audience and drive donations to this important cause."
Sustrans relies on public donations, charitable trusts, lottery funding and public and private sector funding. Its central purpose is to encourage forms of transport that benefit people's health and the environment. Its best-known project is The National Cycle Network, which now covers 12,000 miles across the UK. Others include Safe Routes to School, Liveable Neighbourhoods and Connect2.
Jenny Sheriff, Sustrans' fundraising director, said: "More people than ever are looking for ways to improve their health and reduce their environmental impact. Therefore we think that there has never been a more important time to promote the use of sustainable methods of transport. Inserts are a great way of communicating our message and we are very keen to see response rates back to their former levels. Entire has already delivered new insights into our target audience and we expect this insert campaign to be a great success."