Born to be Wild 2019 by tpr media consultants

Born to be Wild Evaluation and cuttings

Compiled by tpr media consultants +44 (0)20 8347 7020 | sophie@tpr-media.com www.tpr-media.com

Maramedia’s Born to be Wild From 2 September 2019 on BBC TWO

About Born to be Wild: Born to be Wild is a 10part factual series made by Glasgow based indie Maramedia. For the ﬁrst time, viewers were taken behind the scenes of the Scottish SPCA’s National Wildlife Rescue centre. The series followed the treatment and rehab of a host of characters from baby otters to a concussed woodpecker. The passionate and dedicated team at the centre care for and rear some of Scotland’s best loved wild animals and we follow the heart warming and individual journeys of these animals given a second chance of life. With the latest technology, the cameras also follow the animals who have been cared for as they return to life in the wild. Filmed over a year, this is a feelgood series celebrating nature and wildlife.

PR Objective: The aim was to raise awareness and drive a wider audience than usual to the new strand Born to be Wild as well as tapping into the increasing public appetite for wildlife conservation and feel good TV shows and raising the industry proﬁle of Maramedia.

Coverage overview: There was wideranging media coverage across TV, radio, print and online with 43 pieces reaching 7.2 million people (this ﬁgure doesn’t include broadcast or online). Highlights of the campaign included a feature in the Daily Mirror where the journalist Julie McCaﬀrey visited the wildlife centre for a behindthescenes feature. inews also ran a feature on their Tuesday nature page. We also placed an online ‘Feeding frenzy’ compilation in the Daily Mirror online which had a reach of over 895 thousand. There were two TV sofa interviews with contributors: BBC Breakfast and BBC Look North and four radio interviews including BBC Radio 5 Live Breakfast and the Jo Good Show on BBC London. Trade coverage was important part of the campaign and there were three pieces in Broadcast – a Behindthescenes feature about the production of the series which appeared in the magazine as well as online; an And Finally…’ Q&A by Nigel Pope; and an online story about BBC Scotland recommissioning the series.

tpr media consultants – September 2019

Analytics:

Top 20 Sources by Value Â 23/09/2019 Source Name

Value

The Sunday Times

12,889.60

Radio Times

12,101.04

Inside Soap

11,157.51

Daily Record

9,384.76

Tv Choice

8,829.92

Broadcast

7,515.27

Liverpool Echo

1,962.12

Birmingham Mail

1,630.12

Broadcastnow (Web)

1,512.00

Manchester Evening News

1,509.60

Nottingham Post

1,001.60

tpr media consultants â&#x20AC;&#x201C; September 2019

National Features Behind the Scenes by Julie McCaﬀrey

Wild aniimal hospitaal DM1ST

mirror. r.co.uk

I cry dailyy ..lots off th the animals wee s don see d ’t m e it andd mak that hits mee ppretty hard

EXCLU USIVE BY JULIE McCAFFREY

pinkie-sized blackkb p bird is snugg inside a baby gled baby’s woollen haat fed morsels off mince and being fe w with tweezers. An orphaned rabbit, no bigger than the palm off a hand, is gently stroked while being b l f d lk f

bottle-fe fed a milkkyy mix off nutrien nts. And a grey seal, who has a swollen s mouth and missing whiskers, is gulping g fish soup from a syr fi yringe. This is an ordinary day ay inside Brit B ain’s biggestt wild bigge ild animal hospital, ho pital where rescuers bring 250 native speccies for rehab and recuperation before they’re released back to the wild. It’s funded wholly by charity and ff d b fd d

tpr media consultants – September 2019

stafffeed by a team of devoted experts. Colin Seddon, manager off the National fe Rescue Centre, says: “SomeWildlife times I bring baby badgers home with me, just to keep an eye on them overnight. We We all bond with the animals. “But we know it’s our job to send them safely back to the wild – and know we see very sick animals, so not every one survives. We get quite a fe few tears off pride “We when we see improvements in their health and sadness when they leave us.” Colin used experience gleaned from his 40-year career in animal welfare to design the 63-acre sprawling network of aviaries, pools and incubators, hutches, av outdoor pens in Fishcross, Alloa, in Central Scotland. The centre, run by the Scottish SPCA, cost £3.6million and opened in 2012, but allowed, as the visitors haavve never been al animals’ health is so fragile any extra noise or attention can disturb them. w, for the ffiirst time, cameras haavve Now, been allowed in to fi film a new w BBC Two 10-part documentary, y, Born to be Wild, which started last night.

sing the latest techn nologyy to be non-intrusive to the 10,000 animals treated here each year, it nary workk of shows the extraordin the staffff and the creaturess who have been given a second chance off survival. ypes e and none Not all are cute, cuddly typ is kept as a pet. “The animalss here are all wild, so are oft ften not best pleeased to see us,” says Colin us, Colin. Yet it’s clear, on meeting the staffff, that Ye they adore animals so much they n’’t be at all put off ff. wouldn April Sorley has been a wildlife fe assistant here for more than four years and looks after foxes, badgers, pine martins, deer, otters, stoats and weasels. She describes the two orphaned otters under her care as her babies. Chubb was found abandoned in Inverness and Drum was caught in a snare in Angus. They live next door to each other as staffff hope they will socialise together lh h f l

soon, although, so s fa far, early introductions descended d fights that were into playy fi more fight than plaayy. They may nott like each other yet, but w Both otters stubseem to adore April. A bornly refuse too come out off their bed ne but her. boxes for anyon my gorrgeous boy, y,” saayys April, as y, “Hello, my Chubb peeks hiis nose out and rushes towards her,r, circcling her ffeeet with exciteund a month ago, but its it’s ment. He was fou clear April has won w his trust. As she sits n, which has paw-print down in his pen he window and soft toys curtains over th floor, Chu ubb jumps into her arms. w on the fl “Otters tussle and tumble for hours at a time and I haave to mimic that with eshim, I ,” says Aprill, whose hand is being snap pped at by Chubb’s jaws.. “He can get a bit rough h. He doesn’t mean to hurt me, he’s just learning ay. Myy hand’s red raw, w, to plaay but itt’s a good sign Chubb’s learn ning.” Ap pril has the same effffectt on the 11 fawns in the outdoor paddoock, who run to her when she’s alone, b but aw away ay from her if she’s accompanied nyyone else. d byy an “Fawns are myy faav avourite,,” she beams. “Just don “J n’’t tell Chu ubb.” April conffeesses sh he might like animals more than humanss. “I fe feel I haavve the b best job in the world. It’s about getting too know the behaavviour and p personalities off animals we don n’’t oft ften get to see up close. “But I cry daily beecause lots off animals we see come in don’ n’t make it. And that hits me prettyy hard d.” Kaniz Haya yat lookks after her section of he rattles off ff ailments seals so intentlyy sh and weights froom the time they arrived to now wiithout once glancing at her notes. A bi b g fe feat considering she also has scorees off swans, gannets, herons and gulls under her charge. y. And “Greyy seals can n be a bit bitey. theyy oft ften haavve diseases d that can be passed on to hum mans so, as adorable as they look, it’ss defi finitely not a good idea to cud ddle them. I just give them a little scratch on

tpr media consultants – September 2019

their head,” she explains. Animals’ emotional problems are dealt with, too. One young cygnet is repeatedlyy swimming up and down in his pool. “Charles the cygnet was abandoned by his family and is feeling stressed,” saayys We put Dickins the Kaniz. “We mallard in the same pen for company but, so far, they’re ignoring each other. DEDICAT AT gannet was “Pattyy the ga Colin Sedd & Kaniz H very emaciated when she came in. She’s much stronger now and has a bad attitude like an angry teenager – I love her.” Six other mallards who were contaminated by diesel have been treated in the washroom and are dyy recovery. y. making a stead Outside, are special buildings for bats and hedgehogs. And a white-tipped eagle who has a broken leg is in a pen on its own. We get a Colin says: “We thrill when something rare comes in, like an eagle or the hooded seal from Iceland. But each one gets treated the same, even the animals n’’t oft ften like, such some people don as gulls or foxes. Iff we haavve 300 gulls here, it’s because 300 people have cared enough to rescue them.” The orphan rooms are jam packed with the aah-factor. Nicola Turnbull, head of small animals, is bottlefeeding a rabbit on her lap. fe ften takes a crate She oft off up to 20 bunnies home overnight and frequently also hosts hares, mice, s You s. You can then shop at es online and they make a Donate: Cat & dog food, or cotton balls, plain (not anuts, old towels, fresh

at home. “I can’t switch of f from my job and would worry about all the little animals all night. So I haavve two orphan rooms at home, one for predators and one for preyy,,” she says. “My partner knows not to even ask what’s in there. I think he worries I might choose animals over him.” As much comfort and care as they give, staffff know their purpose is to send them back to the wild. And being nvvolves far more than just released in letting them go. We haavve to scour the Colin saayys: “We country for the right territory for the We haavve to check the neighspecies. We bours’ attitude as a landowner might be OK to haavve hedgehogs, but their n’t. W Wee have to make neighbours aren y.” sure they haavve the right food supply. Animal i l politics liti are involved, i l d too. t “Bad dgers are territorial. W Wee can n’t put a neew one in someone else’s territory. y. Sam me with otters. We We have to study the local population carefully fi first and that might mean driving hundreds m ” off miles. Knowing they haavve been given the Kn bestt chance off survival doesn’t mak ake saayyingg goodbye an nyy easier. “It can be hard at times... Y Yoou haavve a that everything’s going to to accept leavve – they’re born in the wild and thatt’s where they should be. And you haavve to accept that you can lookk after som mething for weeks and weeks, and it diies. W Wee just like to do everything y we can c to make sure it lives.” ■ Born to be Wild is on BBC Two on nday ay nights at 6.30pm. Mon

HOW YOU CAN HELP

Visit: scottishspca.org/ megastore and follow the instructions. Y Yo ou can then shop at certain stores online and they make a donation. Donate: Cat & dog food, cotton wool or cotton balls, plain (not salted) peanuts, old towels, fresh berries or veg, honey y,, jam, peanut butterr,, sterilising tablets, old papers, dish brushes and sponges.

julie.mccaffrey@mirrorr..co.uk @juliemccaffrey

shrews, foxes, bats and also gehogs hedge

tpr media consultants – September 2019

My y partner worries I migh htt ch ho oose yanimals overr him NICOLA TURNBULL HEAD OF SMALL ANIMALS

My y partner y worries I migh htt ch ho oose animals overr him

NICOLA TURNBULL HEAD OF SMALL ANIMALS

m DEDICATION T Colin Seddon & Kaniz Hayat a

IMPOS SING Eagle cared for at the rescue cen

m DEDICATION T Colin Seddon & Kaniz Hayat a

LIVEL LY One of the pine martins they look after

PERSO ONAL CARE Rabbit is bottle--fed by staff member

I cry dailyy ..lots off th the animals we see don’t make it and that hits me pretty hard

CHEEKY April with Chubb the otter

DELICATE T Fe eeding a baby blackbird

FA AVOURITES April Sorley with one of the 11 fawns

RECOVERING Injured grey seal

tpr media consultants – September 2019

Feature by Mora Morrison

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tpr media consultants â&#x20AC;&#x201C; September 2019

Television BBC Breakfast – one of the highest rating national breakfast shows – Kaniz Hayat, Head of Seals, and vet Liam Reid were interviewed on the sofa and discussed the series and their work.

BBC Look North (Newcastle) – Interviewed Kaniz Hayat, Head of Seals, about the series and what her job entails.

Radio Radio 5 Live Breakfast Show – The popular breakfast show ran a special ‘animalvoice’ quiz and an interview with Maramedia’s creative director, Nigel Pope.

BBC London – the Jo Good Show interviewed the center’s Head of Large Mammals, Sheelagh McAllister https://www.bbc.co.uk/sounds/play/p07kf pq0 (interview 1 hr 09 mins – 1 hr 23 mins)

tpr media consultants – September 2019

BBC Scotland – Maramedia’s Nigel Pope and vet, Romaine Pizzi were interviewed by Nicola Meighan for Out for the Weekend https://www.bbc.co.uk/sounds/play/m0007 ygr (interview 5:50 – 16:20)

BBC Look North Newcastle Radio – Kaniz Hayat interviewed about her work and participating in the show

tpr media consultants – September 2019

Online Daily Mirror – A short ﬁlm entitled Feeding Frenzy depicited animals being fed, was accompanied by background information ran on the Daily Mirror website. https://www.mirror.co.uk/tv/tv previews/feedingtimeanimalhospital cute19962779

tpr media consultants – September 2019

tpr media consultants â&#x20AC;&#x201C; September 2019

TV Previews

National TV Previews Sunday Times Culture

MONDA AY Y 2 SEPTEMBER

CRITICS’ CHOICE

Rise Of The Nazis (BBC2, 9pm) This part-dramatised documentary by Julian Jones chronicles the manner in which Adolf Hitler came to power, r, started the Second World War and oversa aw w the annihilation of 6m Jews. Jones’s master touch is to ha av ve drafted in experts on the most important pla ay yers, either historians who have made it their lives’ work to study them, or professionals whose lives’ work mirrors that of theirs. Helena Kennedy speaks for Hans Litten, the la aw wyer who tried to expose the Nazis and General Sir Mike Jackson explains how Hindenberg was manipulated by unseen, unelected interests. Helen Stewart He Born To’sBe Wild Jamie’s Meat-Free Meals (BBC2, 6.30pm) (C4, 8pm) It Jamie seemsOliver’s almost series implausible is yet that the staff of the Scottish another effort to promote SPhealth CA A’’s hy wildlife veterinary y and environmentally centre could be soThe devoted friendly eating. first to baby hedgehogs or fox cubs episode finds him in Delhi, that theyhe would feedveggie them where samples round clock, clock butvendors. this waresthe from street documentary confirms thatup Back in Blighty, y, he cooks they do. Then, they release “a game-changing” cottage the healthy creatures in the pie and visits a vegetarian knowledge they might be eaten within the hour. (HS)

primary school. (PW) Celebrity Masterchef (BBC1, 9pm) “If I was a judge I’d give it a Michigan starr,,” says Joey Essex, one of the competitors on this long-serving BBC format. Of course he knows it isn’t a Michigan starr,, but the rules of this show are that each contestant must play to their perceived strengths before revealing as much of their true personality as their agent deems profitable. (HS) Why Are Our Politicians So Crap? (C5, 9pm) Jeremy Paxman’s sneer goes into overdrive durring this takedown of a pollitical class that he believes is more incompetent, corrrupt and selff--serving than any a in living n, Corbyn, memory. Johnson ever’s Farage and “whoe al Democrats leading the Libera an dislikes this week”, Paxma them all. (PW)

Born To Be Wild (BBC2, 6.30pm) It seems almost implausible that the staff of the Scottish SPCA A’’s wildlife veterinary centre could be so devoted to baby hedgehogs or fox cubs that they would feed them round the clock clock, but this documentary confirms that they do. Then, they release the healthy creatures in the knowledge they might be eaten within the hour. (HS)

’s Meat-Free Meals Jamie’s (C4, 8pm) Jamie Oliver’s series is yet another effort to promote health hy y and environmentally friendly eating. The first episode finds him in Delhi, where he samples veggie wares from street vendors. Back in Blighty, y, he cooks up “a game-changing” cottage pie and visits a vegetarian

tpr media consultants – September 2019

On TV by Sara Wallis

ON O N TV

PRICKLY LY Y Centre worker April p with a hedgehog

THE B BE EST ST O OF F TO TO OD DA AY Y’STV ’S TV WITH SARA WA WALLIS

BORN TO BE WILD BBC2, 6.30pm An animal series is always a cute and wonderful thing, thing but this new show – filmed behind the scenes at The National Wildlife Rescue Centre in Scotland – is off-thecharts adorable, thanks to the fact that it features so many tiny baby creatures. Run by the Scottish SPCA, the centre deals with orphaned and injured native wild animals such as deerr,, foxes, badgers, otters,

eagles and seals. The e dedicated team that works therre hand-rear b the injured, the babies and rehab hem being all with the view of th wild. able to return to the w the This first episode sees s arrival of six fox cubss whose den uilder’s was disturbed by a bu diggerr.. Thanks to the use of highent, the show tech camera equipme is also able to follow tthe progress of the animals when tthey are released back into the wild, such as hedgehog Babe – tthe longesthe centre. staying resident at th

tpr media consultants – September 2019

TV Insider

TV INSID DER R WHA AT T NOT TO MISS OUT ON THIS S WEEK

Cameras follow the remarkable work of the Mon & Wed-Fri Scottish SPCA National 6.30pm BBC TTw wo Wildlife Rescue centre. It’s a unique sanctuary for orphaned and injured animals, like young hedgehog Babe, who is the centre’s longest resident having been there for nine months, since she was born. But after being hand-reared by assistant April, Babe is ready to be released into a local woodland.

BORN TO BE WILD

NEW

Babe the B hedgehog h 40 0% 15%

My mummy iss a pair of blue surgical gloves with a human iin them

25% %

I’m lucky to be alive because hedgehog numbers have declined by 50% since 2000

I’m a bit nervouss about moving but they’ve built me a special ‘ho og box’ house I love my food. I was 22g when I was born, now I’m 881g

eil Batey & Tricia Martin

20%

tpr media consultants – September 2019

PICKS OF THE DA DAYY

2 SEPTEMBER E

Monday Mon Mo ond nda da ay y

TODA AY Y’S BEST… NA AT TURE SHO OW BORN TO BE WILD 6.30PM BB BC2 This pleasant new n 10part series cele ebrates Scottish wildliffe, focusing on th he work of the good fo olk such as April (left) of o the SSPCA’s Natio onal Wildlife Rescue Centre. They sttart with saying hello to a litter of tiny orrphaned fox cubs, but goodbye to their longestgehog. serving resident, Babe the hedg The cuteness continues across the week.

NEW

tpr media consultants – September 2019

TV Previews

Regional TV Previews There were over 20 regional previews of the series appearing in outlets including the Manchester Evening News, the Irish Daily Mirror, Birmingham Mail and Daily Record. As regional previews are syndicated, many of the cuttings are formatted in the same way as below. Other coverage appeared in: Grimsby Telegraph, The Huddersﬁeld Daily Examiner, Coventry Telegraph, Liverpool Echo, Western Morning News (Cornwall), Hull Daily Mail, South Wales Evening Post, Newcastle Evening Chronicle, Nottingham Post, Derby Telegraph, Leicester Mercury and many more.

BEST OF THE REST BORN TO BE WILD BBC2 6.30PM AN animal series is always a cute and wonderful thing, but this new show – ﬁlmed behind the scenes at The National Wildlife e Rescue Centre in n Scotland – is dorable, thanks to the off-the-charts ad fact that it featu ures so many tiny baby creatures. als with orphaned and The centre dea injured native wild animals such as deerr,, o eagles and seals. foxes, badgers, otters, The dedicated team that works there abs and rehab the hand-rear the ba injured, all with the t view of them ultimately being g able to return to the wild, like the pin ne marten, pictured. This ﬁrst episo ode sees the arrival of bs whose den was six teeny fox cub s diggerr.. disturbed by a builder’ b Thanks to the use of high-tech camera show is also able to equipment, the s follow the progress of the animals when ed back into the wild, they are release og Babe who has been such as hedgeho ngest. at the centre lon tpr media consultants – September 2019

PRICKLY LY Y Centre worker April p with a hedgehog

eagles and seals. The e dedicated team that works therre hand-rear b the injured, the babies and rehab hem being all with the view of th able to return to the wild. w This first episode sees the arrival of six fox cubss whose den uilder’s was disturbed by a bu diggerr.. Thanks to the use of highent, the show tech camera equipme is also able to follow the t progress are of the animals when they t released back into the wild, such as hedgehog Babe – the t longesthe centre. staying resident at th

tpr media consultants – September 2019

Trade Features Behind the scenes

tpr media consultants â&#x20AC;&#x201C; September 2019

Q&A with Nigel Pope

tpr media consultants â&#x20AC;&#x201C; September 2019

Covered the recommissioning of Born to be Wild

Born to be Wild returns to BBC Scotland Maramedia’s animal rescue format gets a second run

BBC Scotland is to return to Britain’s largest animal rescue centre in a second series of Born to be Wild. Produced by Glasgow-based wildlife specialist Maramedia, the 10 x 60-minute series will again be filmed at the Scottish SSPCA’s National Wildlife Rescue Centre in Fishcross. The series, which was recently stripped as a 10 x 30-minute series in an early evening slot on BBC2, features heartwarming stories of animals in trouble alongside the experiences of the staff who care for them. BBC Scotland commissioning executive, factual, David Harron, said: “The first series proved to be a big favourite with our audience, who I’m sure will want to see more animal and human stories from the rescue centre.” Maramedia founder Jackie Savery, who is executive producing the show, added: “We are thrilled to bring back this popular show for a second series with an engaging mix of the best of British wildlife and fantastic contributors. We will follow some of our best loved species – from seals to squirrels; fox cubs to eagles – through their journey from tiny orphan to fully fledged wild animal.”

tpr media consultants – September 2019