The Wild Spaces initiative, a collaborative triumph between the National Parks Partnerships, Pearl & Dean, and DIVE, establishes a transformative new funding model for conservation by turning cinema advertising into a direct, measurable force for environmental good.
For the National Parks Partnerships, the program provides a scalable, sustainable revenue stream, addressing the critical challenge of funding vital habitat restoration and biodiversity projects across the UK’s 15 iconic landscapes. The partnership enables National Parks to broaden their national profile and connect their conservation work with an engaged, younger audience in a unique, cinematic setting.
For Pearl & Dean, Wild Spaces created a highly desirable, premium advertising product that generates a new ethical revenue stream and pioneers the future of sustainable media. Securing giffgaff as the exclusive launch partner validated the model, positioning Pearl & Dean as an industry leader committed to the Ad Net Zero framework.
Developed by DIVE, the model allows participating brands to feature in a dedicated cinema reel, with a portion of their investment directly financing conservation. The launch campaign delivered tangible funding for biodiversity recovery, including the restoration of of peatland in the Peak District. This replicable blueprint proves that media success can be measured not just in brand uplift, but in hectares restored, securing a long-term benefit for Britain’s most treasured landscapes.
