From the Nominator

"Global biodiversity is being lost at a rate so alarming that it has been dubbed the ‘sixth mass extinction.’ Huge sums have been committed from governments and philanthropists for protecting and restoring nature. But there’s a problem: research from Professor Bill Sutherland’s team indicates that much of this money, potentially billions of pounds, could be wasted because conservation projects are not based on activities that have been proven to work.  

Sutherland is spearheading a revolution in the way conservation projects are planned so that future decision-making in conservation will be evidence-based. His team has produced a resource that, in a matter of minutes, will provide evidence and best chances of success. 

In October 2021, the University of Cambridge launched an Impact on Society Campaign. One area of focus was conservation, and as part of this, we created a film about Sutherland's initiative.   

The Evidence Effect film is aimed at policymakers, conservation practitioners and funders. It tells the story of this ‘evidence emergency’ and provides steps to protect our habitats and species through the largest authoritative resource of easy-to-find evidence. It includes voices of some of those who have benefitted from the initiative.  

The film and social versions have been very widely viewed: 6,000 views on YouTube; 12,600 on Twitter; 2,186 on Facebook; 2,727 on LinkedIn; and 35,690 on Instagram. It led to Professor Sutherland being featured on a BBC radio and several funders, including the Whitley Fund for Nature, are insisting that applicants use the Conservation Evidence resource as part of their application process."

From the Judges

The judges were impressed by the excellent integrated approach to the release of the film, which seamlessly incorporated social media and ongoing marketing/communications initiatives. The well-executed strategy ensured a cohesive and impactful promotional campaign, maximizing audience engagement and awareness. The judges recognized the exceptional ability to orchestrate a comprehensive marketing effort.