COP26: Kew Gardens puts fungi to the fore in new blitz

Kew Gardens – or to give it its official title Royal Botanic Gardens, Kew – is tapping into COP26 to launch its new “Our Future is Botanic” branding, designed to champion the fight against biodiversity loss.

Devised by incumbent agency VCCP London, the integrated campaign is targeted at both world leaders and policymakers, as well as the general public and aims to further humanity’s understanding on why the plants and fungi, millions of which are housed at Kew, are vital to the future of humanity.

The activity will highlight the critical role Kew plays in helping tackle the climate crisis and acts as an urgent appeal. The organisation is world renowned for its sites at Kew Gardens and Wakehurst and both institutions are home to what is claimed to be the most diverse collection of plants in the world, attracting 2.5 million visitors every year.

Kew provides solutions to global conservation work and plant science by working with partners in over 100 countries, and more than 300 scientists based at Kew, Wakehurst and in Madagascar.

“Our Future is Botanic” comprises an outdoor and digital campaign which shares compelling stories of how plants and fungi are vital to the future of food, clean air and medicine, and raising awareness of why the rare, exotic, and well-known are all worth saving.

The creative is running on site at COP26 in Glasgow, on site at Kew Gardens, London and Wakehurst, West Sussex, and is supported by print, digital and social media activations.

Through the use of graphics, the new campaign debuts taglines such as “This is Extinct” and “This is Medicine”, and is designed to get global policy leaders and the public to realise that the threats to plants and fungi will result in less future medicines, fuels and foods across the world if we do not act now.

The creative marks a step change from previous campaigns, shifting the brand personality to one that cares passionately about protecting plants and fungi, while increasing online through new content. The activity supports Kew’s COP26 agenda and aims to bring its vision to life, while disrupting the view of Kew as simply a beautiful garden to visit.

Kew plays an international role as a global science and environmental leader, and is helping advance the UK Government’s efforts to reach net zero emissions by 2050.

It is also an official partner of The United Nations Framework Convention on Climate Change (UNFCCC) and has a mini garden installation in the UN Pavilion at COP26, as one of only four organisations officially invited to exhibit in this space.

Kew Gardens director of marketing and commercial enterprise Sandra Botterell said: “COP26 is a pivotal moment in the fight against climate change, and we’re on a mission to spread the incredible work achieved day in and day out at Royal Botanic Gardens, Kew with the international stage.

“Our long-term prosperity relies on the protection of some of nature’s most precious resources, and it’s a true honour that we’re able to play an integral role in the conservation and research of some of the world’s most important plants and fungi. ‘Our Future is Botanic’ represents everything RBG Kew stands for, and we’re passionate about bringing these critical messages to the masses with our powerful campaign.”

VCCP London executive creative director Monty Verdi added: “Kew is a trusted voice and can speak with authority on matters relating to plant and fungal science, conservation and sustainability. It’s a proud moment seeing our work on the international stage, and it certainly drums home how poignant it is to have a world renowned botanical centre of excellence located in our hometown of London. It has been our pleasure to translate their passion for the planet.”