Wild Spaces is a flagship digital campaign from Butterfly Conservation, developed to empower people to create and share small wildlife-friendly spaces - no matter where they live. From balconies and backyards to school grounds and community patches, the initiative makes urban conservation tangible and shareable.
I led the full digital delivery of this project from shaping the concept through to launch - ensuring the campaign met accessibility standards, aligned with organisational goals, and resonated with a new, younger audience beyond the traditional conservation base.
Key Deliverables
- Website Build & UX
I led on developing a user-friendly site structure that could support both campaign storytelling and a live participatory map. I worked closely with developers and designers to refine the sign-up flow, ensuring it was mobile-friendly, visually appealing, and intuitive for first-time users. Each stage - from pledging a Wild Space to uploading a photo — was crafted to minimise friction and maximise completion rates.
- Interactive Mapping
One of the platform’s standout features is a national map of Wild Spaces, powered by user submissions. I helped shape this functionality to ensure it was accessible, data-compliant, and inspiring - giving users immediate visual feedback on their contribution while building a sense of collective impact.
- Content & Storytelling
To support the launch, I developed a range of multimedia assets, including a short animated explainer video and campaign copy that made conservation action feel simple and motivating. I also created draft scripts and storyboards and worked with the media team to ensure consistency across all launch materials. The storytelling focused on inclusivity, accessibility, and joy - positioning Wild Spaces as something anyone could take part in.
- Data & Engagement
To track performance, I implemented Google Analytics goals and created custom events to monitor user drop-off at key stages. This informed immediate post-launch optimisations and provided insights for future iterations of the campaign.
- Results & Impact
Over 4,500 Wild Spaces created and mapped within the first few months of launch
Significant new engagement from urban-based, younger, and first-time nature participants
Campaign messaging picked up across social media and supported by community groups, schools, and local councils
Internal alignment across teams at Butterfly Conservation, with the platform now embedded into broader engagement strategy