Annual Report: The Froglife Trust

The conservation trust decided to pay particular attention to the impact of the charity's work

The Froglife Trust
The Froglife Trust

Organisation: The Froglife Trust
Agency: In-house
Spend: £1,450

The trust, which aims to conserve the UK's amphibian and reptile species and their habitats, chose an unusual square format. The slim, 24-page report includes a separate insert containing financial figures. The report is called A Map of our Adventures and takes readers on a journey through the year's work. Aimed at trusts and grant-making organisations, it pays particular attention to the impact of the charity's work.

Design and content

The report is printed on recycled paper and the cover is designed to resemble a scrapbook. For example, the name of the report looks like a label that has been stuck on and the strapline beneath it appears to be handwritten. The traditional contents page has been shunned in favour of a treasure map, with page numbers written in signposts and accompanied by annotated text bubbles describing the contents of each section. Five sections follow, each focusing on different aspects of Froglife's impact.

Costs and practicalities

The charity designed and printed 200 copies at a cost of £1,450. Printed copies were circulated to corporate supporters. Online versions are available. The chief executive asked all staff to contribute towards the design and content.

What is distinctive about the report?

The report packs a lot of information into a small, slim format. Photographs and colourful maps punctuate the text and make it readable. The map theme provides an accessible way to navigate through the report and the scrapbook theme lends a degree of informality to it.

The Froglife Trust says:

"This year's annual report is something a little different. It catches people's attention and has been received very well."

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

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