The Rockpool Project
How we helped The Big Rock Pool Challenge become a national event
The challenge
The Rock Pool Project set out to do something big: get the UK excited about citizen science. Specifically, they wanted to empower people across the country to hit the coast, explore their local rock pools, and help track invasive marine species as part of their National BioBlitz event.
It’s part of a year-round programme to support this growing CIC to build its participation through establishing new regional hubs across the UK.
The goals were clear:
- Raise national awareness about the impact of invasive species on our shores
- Inspire communities across target regions to get involved
- Boost engagement across digital platforms
- Champion The Rock Pool Project as a go-to name for fun, accessible marine science
They had the vision—our job was to help bring it to life.
Action
We got stuck in with a strategy that could flex nationally and locally within target regions. We began by developing big-picture content that highlighted why spotting and recording invasive species matters.
As the week approached, we zoomed in supporting the inhouse team to craft region-specific content based on data about local marine life to make things feel personal and relevant.
Here’s what we delivered:
- Audience personas: We delivered our signature package of bespoke persona profiles to really dive into the specific audiences we needed to reach through this campaign – identifying clear profiles for stakeholder groups: volunteers, participants and potential funders.
- Communications strategy & planning: Shaped a national-to-local communications plan with targeted messaging based on regional data.
- Creative content & comms:
- Commissioned vibrant photography capturing the joy of families and explorers in rock pools.
- Supported the creation of a bespoke landing page on The Rock Pool Project website to drive sign-ups.
- Produced regionally tailored press releases and media kits.
- Delivered media training to The Rock Pool Project team, empowering a range of spokespeople to confidently engage with press.
- Supported with copy for email marketing campaigns to reconnect with past participants, encourage word-of-mouth sharing, and guide new sign-ups on their journey from interest to action.
- Supported with copy for email marketing campaigns to reconnect with past participants, encourage word-of-mouth sharing, and guide new sign-ups on their journey from interest to action.
Everything was designed to celebrate the fun, hands-on nature of the challenge while making marine science feel inclusive, impactful, and community-led.
The result
Together, we helped turn a great idea into a nationally visible, locally resonant campaign.
- Hundreds of people signed up and took part across UK coastlines
- 1617 records of data recorded during the National Bioblitz event, identifying 338 species.
- Increase in social media reach across channels including 15.5% uplift in followers on LinkedIn.
- The campaign helped build a growing map of invasive species records—and even more importantly, a growing network of citizen scientists: More than 20 sites nationally recorded, from Cornwall to Scotland.
- The team felt more confident, supported, and ready for the next wave
The Big Rock Pool Challenge proved that marine science doesn’t have to be locked in labs—it can start in a pair of wellies on your local beach.
Why this matters
We believe that great storytelling can change the world. By combining strategic communications with a passion for sustainability, we’re helping ensure that conservation reaches new audiences.
If you have a sustainability focused organisation or project and would like to see how we can help elevate your communications, get in touch.
Working with The Agile Communications Agency is a great experience. We chose them because of their strong track record with organisations like ours and the genuine rapport we built with the team. They’ve supported us in so many ways – from developing our communications strategy and reviewing our content, to identifying new opportunities for promotion. They’re always available when we need them, and consistently bring a professional, friendly, and dedicated approach to everything they do.
Dr Ben Holt, CEO, The Rockpool Project
