Audience Development

The RSPB Big Wild Sleepout is a standout example of family engagement through creative, audience-led programming. Launched in 2014, the event invites families to step outside and spend a night under the stars—whether in a tent, a homemade shelter, or simply in their back garden—to connect with nature and experience the wonder of wildlife after dark. Since its inception, tens of thousands of families across the UK have taken part, making it one of the RSPB’s most successful and accessible outreach initiatives.

I led the development of the Big Wild Sleepout as a deliberate effort to reach more families and foster a deeper, more personal relationship with nature. At its heart, the idea was built around where the audience already was—parents looking for fun, meaningful ways to connect their children with the outdoors—and then gently introducing the RSPB’s conservation mission at a moment of real emotional resonance. This approach flipped the traditional model of cause-first messaging on its head and instead brought the audience into the story first, letting the RSPB’s values and impact emerge naturally.

Interestingly, the concept was originally inspired by Save the Children’s Den Day, which showed that innovation doesn’t always have to start with a brand new idea. By adapting and evolving a proven format to suit our own goals and audiences, we created a product that was both fresh and strategic. The Big Wild Sleepout is a powerful example of product innovation grounded in audience insight—meeting families where they are, and guiding them toward the RSPB’s mission in a way that feels fun, relevant, and inspiring.