BBC Earth.
Agency: Direct
The scientists at UC Berkeley studied how nature impacts happiness and found that even short bursts of natural history content can lift mood and reduce stress. The BBC wanted to spread the word, so as part of the Planet Earth II launch, I led BBC Earth’s first influencer campaign.
Featuring real stories from people connected to the wild — the Bloom family and their rescued magpie, Penguin; Nike, a solo sailor circumnavigating the globe; and Kyle Maynard, who’s climbed mountains without prosthetics — we introduced audiences to the Real Happiness Project.
“An understanding of the natural world and what’s in it is a source of not only a great curiosity but great fulfilment.”
— David Attenborough
Quote Source
To complement the influencer narratives, we introduced Happybot on Facebook Messenger—a digital companion that delivers personalised moments of natural wonder, curated from BBC Earth's vast archives.
This blend of storytelling, scientific research, and innovative digital engagement encouraged audiences to reconnect with the natural world.
Credits
Client: BBC Earth
Concept: Nancy Brown
Copy: Nancy Brown
Strategy: Nancy Brown