Disruptive Marketing

Vote for Bob – Bold Strategy, Measurable Impact

In the run-up to the 2015 UK General Election, I led the RSPB’s boldest public engagement campaign to date: Vote for Bob. At a time when environmental issues were slipping down the political agenda, working with Arthur London, we created a fictional red squirrel—Bob—as the voice of nature, rallying the public to demand stronger political action for wildlife and the natural world. Bob wasn’t just a mascot; he was a movement.

Vote for Bob disrupted the traditional charity campaigning model by blending digital activism, pop-up stunts, and celebrity endorsement with humour, charm and a deeply serious message. Through this light-touch but powerful approach, we mobilised over 120,000 people to sign up and show their support, sparking debate in Parliament, media coverage across the UK, and even support from politicians across the political spectrum.

The campaign proved that nature could cut through the noise of a busy political season—if we were brave enough to do things differently. From grassroots supporters to MPs, Bob brought people together around a shared desire to protect what we love. The campaign has since been recognised within the sector as a pioneering example of how creativity, strategy and heart can shift narratives and inspire real change.