Flap Canada launches Birdie campaign
Toronto-based non-profit organization Flap Canada has begun a campaign intended to raise awareness of the issue of bird collisions with windows. The campaign includes a 60-second public service announcement called “Birdie,” which slow motion imagery of a badminton bird impacting several racquets before striking a pane of glass and exploding into feathers. The campaign supports the organization’s Fatal Light Awareness Program, which works to encourage bird-friendly building guidelines. The execution was created by Road Street. The effort is timed to coincide with Flap’s annual public awareness campaign at the Royal Ontario Museum in Toronto, as well as with the start of the spring bird migration season.
“The choice to use badminton ‘birdies’ as a visual metaphor for real birds was about audience participation, so the audience could have that ‘a-ha moment’ without seeing anything grotesque,” said Adam William Wilson a director at Road Street. “I wanted to create a spot that could deal with a heavy issue in a light way.”