Action for Conservation (AFC), the environmental action charity which inspires young people to protect the natural world, has joined Wilful’s roster of sustainability clients as a pro-bono client. AFC runs workshops, residential Summer Camps and events for young people across the UK to educate and engage the next generation in conservation.
Wilful’s Impact Team will be providing communications support to the organisation with initial activity centred on AFC’s largest-ever fundraising campaign for the Penpont Project.
UK wildlife has suffered significant damage over the past 40 years, with over 50% of species now in decline. Launched in 2019 in the Brecon Beacons National Park in Wales, the Penpont Project is an intergenerational nature restoration project which brings together young people, farmers, foresters, landowners, artists and ecologists to revive biodiversity, cultural heritage and connect local people with nature.
“We are thrilled to be working with Action for Conservation in a pro bono capacity. Their work in engaging young people to protect the natural world for future generations is a perfect fit for us as a B Corp and aligns with our mission to deliver communications that accelerate progress for planet and people-positive organisations. It was a unanimous decision by our team to donate our time and expertise to the charity,” said Nikki Francis-Jones, Managing Director of Wilful. “We’re looking forward to rolling up our sleeves, using our creative thinking alongside our environmental and sustainability PR expertise to support this prestigious organisation in its critical work.”
The Wilful Group comprises Gong Communications, a B Corp since 2017, and Cherish PR. The Wilful Group is a pending B Corp.
