Upbeat news about the return of nationally important butterfly species to one of the UK’s largest nature recovery projects took wing – generating widespread national, regional and broadcast coverage and reaching an audience of millions.
Surveys conducted at Halnaker Hill Farm, West Sussex, found 85 Small Blue butterflies – the UK’s smallest resident butterfly species, growing barely larger than an adult fingernail – and seven Dingy Skipper butterflies.
Both are designated species of principal importance under the Natural Environment and Rural Communities Act 2006 (NERC Act) and had never previously been recorded at the site.
The variety and abundance of butterflies is recognised by ecologists as an indicator of a site’s overall biodiversity. It is one of the measures being used by the team at Halnaker Hill Farm as they restore 330 acres of previously intensively farmed land into a landscape rich in flora and fauna.
Following the survey, Hampshire-based PR consultancy Polymedia developed and delivered a media campaign that secured widespread national coverage, including The Guardian and The Mirror; broadcast coverage on Times Radio and ITV Meridian, as well as BBC News; regional coverage in The Argus and SussexWorld; and specialist wildlife and ecology publications.
The campaign reached titles with an estimated combined readership of 42 million, generating more than 1.5 million estimated coverage views.
Polymedia is retained PR consultancy for Halnaker Hill Farm and property developer Kingsbridge, which handles the commercial aspects of Biodiversity Net Gain (BNG), providing units to developers, companies and individuals looking to invest in an environmental legacy. Both Kingsbridge and Polymedia are Business South Champions.
Based in Hampshire, Polymedia has worked across the Central South for more than three decades, delivering integrated PR services across consumer and B2B sectors. Its services include media relations, website development, content creation, design and digital PR, brand strategy, thought leadership, crisis planning and reputation management.
