Annual report: Campaign to Protect Rural England

The charity stuck to its values by selecting a printing company that provides jobs in rural Suffolk

Campaign to Protect Rural England
Campaign to Protect Rural England

Organisation: Campaign to Protect Rural England
Agency: Double 7 Design
Spend: £2,500

The CPRE, formed in 1926, is a membership organisation that aims to protect the beauty, tranquillity and distinctiveness of the English countryside. It combines national lobbying with grass-roots campaigns.

Format and audience

The 24-page A4 report plays to the charity's strengths by telling stories from local campaigns on issues such as well-designed affordable housing and sensitive renewable energy. These are accompanied by short pieces on national policy work.

The charity felt it was difficult to communicate its lobbying work within the constraints of an annual review, which is intended for a range of audiences, so this aspect features lightly.

Design and content

The charity created a more vibrant feel by swapping the pastel colours of its previous report for deeper tones. Designer Phil Newton, a supporter of the charity, gave his time for free, and his use of images of people in landscapes conveys the message that the countryside is for everyone.

Costs and practicalities

CPRE chose Lavenham Press for printing partly because of the jobs it provides in rural Suffolk. The charity did a lot of the research, copywriting and photography in-house so that it could reduce costs - this allowed the project to be completed about £5,000 below budget.

What's distinctive about it?

The report has a clean, uncluttered design, with engaging photography. The focus on case studies is typical of many charity reports.

The CPRE says:

"We want policy audiences and decision-makers to see that the CPRE has a track record of success through working with communities and business, engaging public support for the countryside."

Score
Design: 4
Readability: 4
Content: 3
Transparency: 3
14 out of 20

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