How Less Concrete More Jungle Implements Creative Strategy in TSOs

Independent PR and digital agency Kindred was set up 25 years ago with the aim of taking on projects that have a clear, positive benefit to either people or the planet. Since then, it has worked to tackle issues like loneliness and food waste and built up a client base that includes charities, government departments and like-minded brands.

Less Concrete More Jungle is Kindred’s new in-house studio — led by creative director Zac Schwarz — that looks to bring people and brands closer to nature. Zac joined the company in February 2023, bringing expertise from creative director positions previously held at The Academy, Mischief and GOLIN. He also co-founded non-profit creative collective Glimpse.

Now, Zac leads a team that creates campaigns designed to engage people with its clients, helping them to meet their campaigning, fundraising or business goals. He says that the studio’s core aim is to “drive action”, whether that’s by changing behaviours, raising awareness, facilitating fundraising or raising sales.

We spoke to Zac about Less Concrete More Jungle’s creative approach when working with third-sector organisations (TSOs) and got his unique insight on how charities can learn from commercial brands when it comes to engaging their audience and designing retail experiences.

Here are 10 key takeaways from the enlightening conversation:

1. TSO’s should prioritise positive messaging over feelings of guilt
2. Having a key decision maker makes things more efficient
3. Agencies and TSOs should create a brief together
4. People involved should have a passion for the creative as well as the cause
5. Committing to working with like-minded agencies is crucial
6. Being financially invested in the work makes for better results
7. Consistency is the key to retention
8. Try to design an enjoyable and familiar retail experience
9. Consider collaborating with other like-minded charities and brands
10. Embrace quality over quantity when it comes to supporters

Read the full interview on our site.

To summarise, effective collaboration between agencies and TSOs depends on several key principles: choosing to work with agencies that share common values, streamlining decision-making where possible, and ensuring that both sides are invested in the work. While charities and brands might have different end goals, they can benefit from similar strategies, like opting for positive messaging to engage audiences and exploring more innovative high-street shop models. Ultimately, TSOs should concentrate on deeply engaging individuals who resonate with their content when it comes to their supporters.

Head to our website to find out more about our work and plans for digital transformation in the third sector.