BMW's Recharge in Nature Project Highlights the Lasting Impact of Little Things in National Parks

As BMW enters the second phase of its exciting partnership with National Parks UK - The Recharge in Nature Project - a new campaign, created in collaboration with Media.Monks as part of The Marcom Engine (TME), highlights ‘The Recharge in Nature Fund’ and shows how, alongside improving EV charging infrastructure, small, local initiatives can have a lasting impact in our National Parks.

A suite of films has been created to highlight two key initiatives in Dartmoor and Eryri.

In Eryri, we focus on the Glutinous Snail. The film tells the story of how this tiny snail is now only found in Llyn Tegid. And how, through the partnership, BMW is funding natural flood defences to slow the overland flow of water that carries harmful phosphates into the lake, improving water quality for local communities and helping this endangered species thrive.

In Dartmoor, the spotlight is on one of the wellbeing initiatives – ‘The Community Engagement Programme’. A young girl is having fun on a ‘Minibeast Hunt’. As she examines a wood ant with a magnifying glass, the film explains how the programme gives local kids in Dartmoor a chance to fall in love with nature.

The films were shot in breath-taking scenery and microscopic detail by the BAFTA-nominated production company, and natural history specialists, Vision 3.

Tash Rosehill, creative director for BMW UK at Media.Monks, adds: “It’s been incredible to tell the stories of the people within each National Park, working with the local communities to show the snowball effect of small initiatives and the impact that they have on the areas. It was a joy to be able to capture these beautiful environments with this amazing crew, and interview the passionate Rangers in each National Park.”

The campaign features films, a series of premium stills, and a suite of social assets from the initiatives in Dartmoor and Eyri, and will remain live as BMW funding continues to have an impact across the National Parks. The platform and films are shared via social media and an influencer campaign, web, video on demand, retailer and CRM campaigns. Media.Monks, as part of TME, has been responsible for the creative and strategic iteration of the campaign.