On the Edge
It’s probably fair to say we’re fairly disconnected from nature right now. On the Edge, a conservation non-profit, wants to inspire us to reconnect with the awesome parts of the natural world we can so often overlook. Specifically, they work on spotlighting evolutionarily distinct globally endangered (EDGE) animals, plants, and fungi – which are species considered to be one of a kind and, as its acronym suggests, are nearing extinction.
OtE needed a writer to help create and execute some awe-inspiring stories and subjects for Gen Z across social, web, and gaming. From paid social campaigns and gaming scripts to animals in therapy and editorial partnerships, I’ve helped channel some seriously heady science and species profiles into bite-sized, relatable stories.
Paid social campaign to promote carnivorous plants, what they’re all about, and how they came to be. Worked with an illustrator to bring this twisted carnival idea to life – our attempt at simplifying the names and killing methods of famous petalled carnivores. I also wrote the script for Carnivory, a beautifully bogus perfume ad to highlight how attractive a carnivorous plant can be to a lil’ ‘ol fly. Plus, additional supportive posts that communicate this natural phenomenon in a relatable and entertaining way.
It’s good to talk – especially if you’re an endangered species with a lot on your mind. Every year, OtE releases a new batch of Animals in Therapy, aimed at highlighting common plights and perspectives of species across the natural world. I helped to write web, Instagram, and YouTube copy to accompany the externally made assets.
Using the characters from the series, we staged a little Q&A here and there. Steve particularly kicked off, with people writing in with all sorts of love queries that I definitely didn’t feel qualified to give advice on.
We’d set famous names up with a few curious species, who’d talk over a few common misconceptions from either end.
We also released some tracks made externally by Battenhall, centred around some common plights from the animal kingdom. They had thousands of views and hundreds of comments across the board… definitely stirred some conversations across our community.
There’s all sorts of trickery going on in nature. We wanted to highlight how crafty some critters are with a paid social campaign around camouflage in the wild. After choosing some species with the team, I devised some leftfield narratives to frame these masters of disguise.
Every now and again we like to slip into the mainstream. For Teenage Mutant Ninja Turtles and Barbie, we spotted an opportunity to jump on the hype train and bring some natural awareness to some superstar species.
