Millions of birds are illegally killed every year in Europe. Mainly for sport - despite EU laws prohibiting it. One of the worst places for this is Malta.

The RSPB and its partner organisation BirdLife Malta tackle the hunters (despite violent threats) by collecting evidence of illegal hunting, defending nature reserves and encouraging Maltese people to value their wildlife.

When we were given this subject for the RSPB's August cash appeal, we knew it was an emotive but complicated subject. The traditional RSPB focus is within the UK - land purchases or helping UK species. This was something altogether different, and there was a concern that RSPB members might be reluctant to give money to be spent overseas, not on ‘our’ birds. So we needed to present a clear, convincing rationale for giving.

Campaigning and fundraising appeals work well for the RSPB – for instance the ‘No Airport at Cliffe’ campaign and their ongoing appeal to save the albatross. So Barry (copywriter) and Simon (art director) came up with a powerful dual ask:

Sign a petition to pressure Maltese Prime Minister Laurence Gonzi into respecting EU wildlife protection laws
Send a donation to help the fight to protect Europe’s wild birds.

The outer boldly and immediately triggered some primal motivations: a large window showed a shocking image of dead blackcaps cruelly massacred for sport. Plus this text: "A message to Dr Lawrence Gonzi, Prime Minister of Malta: YOU CAN STOP THIS NOW". The dominant colour was, of course, blood red.

Inside, copy took the reader on the amazing journey of UK songbirds each summer, across two continents to our back gardens. But also through the Mediterranean, where over 100 species are at risk of being hunted. How can the reader stop this? By signing the petition form and sending a gift to help the work on the ground.

Of crucial importance, the donation form and protest card were on one piece – making it harder to return the signed form without including a gift.

So how did it do?

Over 92,000 members signed the protest form and the appeal raised over three-quarters of a million (against a target of £600k)! The petition forms allow the RSPB to send a strong message to Malta that illegal hunting will not be tolerated, while the funds raised will continue to help support the brave work of BirdLife International staff against illegal hunters.

Alex Wordsworth