1. Research(1) Yorkshire Wildlife

1. Client Project Research
By Liberty Whitehorn

2. Brief
Yorkshire Wildlife trust is campaigning to get an improved environment act, which will not just protect our
current wild spaces, but also actively create new ones to increase our wildlife numbers and create
more space for wildlife.
As part of their campaign, they want to get people to contact their MP, to ask them to work towards the
strongest possible environmental laws, which will work for wildlife.
They also want to see what wildlife means to people and their experiences, or lack of experiences with
it.
They want to encourage people to send their own written or video messages to their MP. Not everyone
knows who their MP is or how to contact them so this might also form part of the project.
They are keen to engage with people of all ages and backgrounds so finding a range of people to talk to and
film would be good.
We would also be able to meet people from the Wildlife Trust at Askham Bog, which is just down the road
from college.
The brief can be interpreted using video, animation or print, depending on your preference.
The work should be suitable for social media. It should be a starting point, which will hopefully encourage
others to take action. If your work is chosen, it will reach a wide audience via Yorkshire Wildlife Trust. It may
also be used by the wider Wild Trusts organisation.
We want engaging work they will get people talking about wildlife and encourage them to be more engaged
with the campaign to protect and enhance our wild places.

3. Research on Yorkshire Wildlife Trust:
- Yorkshire Wildlife Trust is a local charity working to create a Yorkshire rich in wildlife for everyone.
- The Trust believes Yorkshire should be rich in wildlife for the benefit of everyone with more wildlife, more wild places and more people
having a strong connection to nature.
- The charity was established in 1946 and is part of The Wildlife Trusts movement. Find out more about our work below.
For more than 70 years, we have been saving wildlife and wild places, increasing people’s awareness and understanding of the
natural world, and deepening people’s relationship with it.
We work on land and sea, from hidden valleys and coves to city streets. Wherever you are in Yorkshire, our people, places and
projects are never far away, improving life for wildlife and people together, within communities of which we are a part.
We believe Yorkshire should be rich in wildlife for the benefit of everyone with more wildlife, more wild places and more people
having a strong connection to nature.
Yorkshire needs a recovery of wildlife on land and sea. We are achieving this by creating and protecting wildlife-rich landscapes and
seas through maintaining over 100 nature reserves, delivering projects and defending wildlife when it comes under threat from
development and harmful policies.
We aim to create a society where nature matters - where people understand the value of nature and can take action for it. To do this,
we educate and inspire thousands of children, families and others every year, reconnecting them with their local environment through
our events and engagement programmes.
Yorkshire Wildlife Trust is part of The Wildlife Trust movement. There are 47 Wildlife Trusts across the whole of the UK, the Isle of
Man and Alderney. With 825,000 members The Wildlife Trusts are the largest UK voluntary organisation dedicated to conserving
the whole range of the UK's habitats and species.
Yorkshire Wildlife Trust, along with each of the other 46 Wildlife Trusts, is an independent, autonomous charity with its own
Trustees.
How would an Environment Act help wildlife in Yorkshire?
-Improve people’s access to nature, especially in towns and cities
-Create new wild areas and wildlife corridors across the county
-Keep our existing wildlife sites safe from harm
-Protect our best wildlife habitats under the sea
-Stop soils washing away into rivers and the sea
-Improve air quality, especially in places like Barnsley and Leeds
-Stop poisoning our rivers and streams with chemicals
-Reduce emissions that are contributing to climate change
-Protect people’s rights to a healthy natural environment
-Avoid the loss of environmental protection laws after Brexit.

4. Audience
This is the logo for the wildlife trust. I
would say the logo for the company is
aimed towards a older target audience.
This is because the style of the logo
seems hand drawn and artsy like. This
style appeals more to the older audience
rather than a abstract logo which will
appeal to a younger audience.
The font on the logo isn't consistent
with the main text that has been
used. I feel like the font could do with
being less basic. This would appeal to
a younger target audience.

5. Similar website to YWT - RSPB:
Fact File on RSPB:
- The RSPB has over 1,300 employees, 18,000 volunteers and more than a million
members (including 195,000 youth members), making it the largest wildlife conservation
charity in Europe. The RSPB has many local groups and maintains 200 nature reserves.
- RSPB membership costs from just £4 monthly by standing order, for one or two adults at
the same address. You can choose to give more each month. The more you subscribe,
the more we can do for birds, nature and the environment.
Statistically, the RSPB attract a young adult/teenager target audience. Where as, the
Yorkshire wildlife trusts target audience tends to approach 60 years olds and over.
This is the logo for the RSPB.
As you can see, the logo uses a vibrant blue. This
adds a pop of colour to the black and white
penguin illustration. The colour blue helps
represent freedom which the younger audience
appeals to. The style of the illustration is simple
but beautiful. This is because the penguin has
been beautified and has been made simple.

6. Karen
Karen is a 33 year old single Mum living in Hull. Her children, James (5) and Sophie (7) are
the centre of her life. She works in retail and is always up against the clock with managing her
family life. She rents a small house with a small garden that consists of grass and a small area
of paving surrounded by unpainted wooden fences that the neighbours can easily see into. She
doesn’t feel particularly empowered, and its been a long time since she really asked herself what
she wants from life. Karen voted for Brexit. It was more empowering to vote for change than to
keep things the same. She also wanted to ensure that the NHS was well funded for her
children. Karen is oblivious to YWT, and is unaware of how it could be relevant for her or her
children.
Profile
Karens children are the main
aspects of her life, which means
whilst advertising towards this
target market, I need to consider
activities that would be good for
her and her children. This is
because she seems like a
woman who wants to make a
positive impact on her childrens
life by being a god role model.
Karen works in retail
which is classed as
working class. This is
categories D. This
means she will stretched
for money due to having
children and being a
single parent.
Karen seems like she likes to make
a change and impact. This makes
her feel empowered which shows
she will has a interest in politics
and making a change. This will
encourage her to get involved with
the YTY with contacting her local
MP and changing wildlife laws.
Local MP (Hull): Karl Turner

7. Karens Extended Profile:
Geographic's on Hull. As you can see
the majority of the area is classed as
urban diversity. This means the whole
area has a low income salary. This
shows that the majority of the area
hasn’t got a lot of money spare, but a
lot will want to make a change due to
being a tight community.
With only 21% of people in the area with
higher education qualifications, it shows
that the overall area is working class. By
the information gathered to, it appears the
area is very family based. This shows I
need to aim a lot of my advertisement at
families as it will reach a more mainstream
audience rather than a niche.

8. Bibliography

9. Bibliography
1. https://www.rspb.org.uk (Thursday 15th Of November 2018)
2. https://www.ywt.org.uk (Wednesday 14th Of November 2018)
3. http://www.hullpublichealth.org/geodem.html (Thursday 15th Of
November 2018)
4. http://www.hullpublichealth.org/geodem.html (Thursday 15th Of
November 2018)