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The Royal Botanic Gardens, Kew launches 'Our Future is Botanic' campaign

David Murphy

The Royal Botanic Gardens, Kew, has launched campaign to showcase the role of plants in our planet’s future. The ‘Our Future is Botanic’campaign marks an urgent appeal to world leaders, policymakers and the wider public to take effective action to support a more sustainable future. The campaign, developed by VCCP London, is running across TV, digital and social channels. 

The Royal Botanic Gardens, Kew has two botanic gardens, a UNESCO World Heritage site at Kew Gardens and a wild botanic garden, Wakehurst which between them draw 2.5m visitors each year. Alongside the glittering glasshouses and gardens, over 350 scientists and over 100 global partners work with Kew’s world-class collections to understand, document and protect the world's wild and endangered plant and fungal biodiversity. 

The campaign builds on the brand platform devised by VCCP London last year and brings to the fore the vital importance and fragility of our planets biodiversity sharing Kew’s mission to protect biodiversity for the benefit of mankind. The campaign reimagines the world in 2050, where plants are the answer to many of humanity’s challenges from medicine and fuel, to food and shelter.

Featuring bold, emotive statements on a future inspired by the work of the Royal Botanic Gardens, Kew, an immersive 30-second film showcases a world where pondweeds can power homes; more carbon is captured by soil;  and flowers are fighting cancer. Featuring staggering close ups of these powerful plants, engaged in their incredible detail, the film spotlights the role they could play in creating a brighter, more sustainable future.  

 “The time is now,” said Sandra Botterell, Director of Marketing and Commercial Enterprise at Royal Botanic Gardens, Kew said. “We have come to a critical moment in the health of our planet and we really do need to act to protect our wonderful biodiversity. Three in five plants are currently at risk of extinction, and without protecting our planets plants and fungi, we may never have the chance to find the next fuel, food or shelter. This campaign developed by VCCP helps us to eloquently tell our story and we hope it will encourage people to support the work of the Royal Botanic Gardens, Kew.