Friends of the Earth

The environmental charity's Big Picture campaign lets people see their photographs on a big screen at Waterloo station in London in exchange for donations

What the screens will look like at Waterloo station
What the screens will look like at Waterloo station

What is it?

The environmental campaining group, which has a charitable arm, is asking people to send them photographs of what they think makes planet Earth amazing via text message or on their website, along with a donation of £3 each. In exchange, each image will be added to an online gallery and as many as possible will be displayed to 1.3 million people on a big screen at London’s Waterloo station, from 24 to 29 March. 

What should the images be?

Friends of the Earth suggests pets, a sunset or a picnic in the park, but the possibilities are endless. Highlights in the gallery so far include the North Pole, a newborn baby and a cat playing chess.

Why is the charity doing it?

In what the organisation says is its biggest campaign of the year, it wants to "celebrate our planet and inspire people to look after it". Friends of the Earth wants to have a conversation with donors and build on the success of previous text-message and visual-marketing campaigns. "The basic premise is that people like sharing photographs so we’re giving them a bigger canvas to do this," says a spokesman.

Where will donations go?

According to its website, Friends of the Earth is protecting bees that have lost their natural habitats by planting new wildflower spaces, providing legal advice and planning guidance for communities confronted with fracking and raising awareness of small farmers that have been driven from their land because of demand for biofuels.

Who is it aimed at?

Friends of the Earth says it is focusing on people who are already connected to the organisation, those under 25 in particular. The campaign will be followed by a telemarketing campaign: fundraisers will be able to see the photograph that a donor has uploaded and speak to them about it. 

How is it going so far?

About 250 images have been uploaded so far, and the organisation will be encouraging passers-by to add theirs once the screens are up at Waterloo.

Third Sector verdict

A fun campaign that will appeal to the Instagram generation. The Big Picture gives people the message that they can help protect things that are important to them personally by supporting Friends of the Earth, and having the pictures on display at Waterloo station is also great publicity for the organisation.

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