What is the London Wildlife Trust OOH campaign about?

The campaign asks Londoners to think differently about urban wildlife and recognize animals such as starlings, beavers and hedgehogs as part of the city.

What is Drops in the Ocean?

Drops in the Ocean is Ocean Outdoor's environmental programme that donates screen space to selected charities and good causes.

London Wildlife Trust Puts Urban Animals in the Spotlight

Q: Where is the campaign running?

The campaign is appearing on 15 large format DOOH screens and Ocean Outdoor's Loop network.

Quick answer: London Wildlife Trust has launched a playful DOOH campaign with Ocean Outdoor, asking Londoners to see urban wildlife as neighbours that also need space, protection and support.

London Wildlife Trust is using Out of Home to remind people that London is not only home to humans.

The campaign spotlights the starlings, beavers, hedgehogs and other species that continue to adapt to city life, even as urban pressure makes their survival more difficult.

A Playful Look at Wild Londoners

With creative direction by Jack McPartland, the campaign uses humour and wordplay to challenge familiar stereotypes about both wildlife and Londoners.

The question-led creative asks whether Londoners are always in a rush, too distracted to notice what is around them or more willing to give a “dam” about nature than people might think.

Creative idea: By replacing human city stereotypes with animals, the campaign makes wildlife feel closer, more familiar and part of everyday London life.

DOOH With a Purpose

The campaign is appearing on 15 large format DOOH screens and Ocean Outdoor's Loop network.

It forms part of Ocean Outdoor's annual Drops in the Ocean programme, which donates screen space to environmental charities and good causes.

Selected locations, including Battersea Power Station, High Street Kensington and Westfield Stratford City, also feature QR codes that invite people to take a quiz and discover their wild Londoner match.

Why the Campaign Works

It uses humour: Wordplay makes the environmental message easier to approach.
It feels local: The campaign speaks directly to Londoners and their city.
It gives wildlife personality: Animals are presented as fellow residents, not distant causes.
It adds interaction: QR codes connect the DOOH screens with a quiz and educational content.
It supports action: The campaign encourages people to learn simple ways to help nature recover.

The OOH Lesson

Environmental campaigns can be powerful when they make the issue feel immediate and close to home.

London Wildlife Trust does not frame wildlife as something separate from the city. Instead, it shows that nature is already living alongside Londoners and needs room to survive.

By combining playful copy, digital screens and interactive QR codes, the campaign turns public media into a reminder that the city is shared.

Bottom Line

London Wildlife Trust's campaign shows how DOOH can make urban wildlife visible in the middle of everyday city life.

Through humour, local insight and accessible interaction, the campaign encourages Londoners to see animals not as background noise, but as neighbours worth protecting.