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European Climate, Infrastructure and Environment Executive Agency
News article6 October 2021

GrassLIFE honoured at BalticBest 2021 marketing and advertising awards

Birds of the Meadow concert invitation
                                      Birds of the Meadow concert invitation  

GrassLIFE’s ‘Nature hasn’t cancelled anything!’ campaign has picked up several awards at the BalticBest 2021 marketing and advertising competition. 

The LIFE project took home a bronze award in the ‘general marketing at the time of pandemic’ category and silver in the ‘advertising/branding integrated advertising’ category. 

The ‘Nature hasn’t cancelled anything!’ campaign was launched in early summer 2020 at the height of the coronavirus pandemic. As was the case around the world, most events were cancelled but not so for nature. The campaign depicted a whole host of species holding their own events in the great outdoors. The public was invited to attend these events in Latvia’s natural meadows. 

For example, five social media stories invited the public to a concert featuring grasshoppers, spittlebugs and leafhoppers – important insects for ecological balance. 

The public was also encouraged to attend a ‘Birds of the Meadow’ concert featuring songs from the nightingale and Great snipe, among others. A playlist of the birds in song is even available on all major music streaming platforms.  

Also, a video showed a GrassLIFE expert counting a record number of species in one square meter of grassland. 

Multiple social media stories promoted a ‘flowering ultra-marathon’, urging the public to support marathoners – in this case, plants of different species - in bloom.  

naughty insect festival, meanwhile, promised some spicy adventures in the field. 

Finally, a video featuring a famous Latvian actor shows a herd of cows on a natural meadow casually chatting about their grazing preferences.  

Outdoor advertising was also an integral part of the campaign. 

‘We are delighted to have been recognised for all of our hard work,’ says GrassLIFE project coordinator Inga Račinska who works at the Latvian Fund for Nature. ‘The campaign has resonated with the public, and we hope that it has improved knowledge and public awareness about the importance of nature and preserving priority grasslands in Latvia and the EU.’ 

‘Nature hasn’t cancelled anything!’ was a hit with the Latvian public, and it was covered by all the country’s top print and audio-visual media. 

The campaign was previously recognised at the largest Latvian advertising and design competition called AdWards.

About GrassLIFE 

The GrassLIFE project aims to restore and improve EU priority grasslands and promote their multiple use in Latvia. Restoration activities are being carried out on 14 Natura 2000 network sites. 

Details

Publication date
6 October 2021