On the Line Digital Premiere: Protecting Heritage & Biodiversity
In March 2021, we were commissioned by international charity Not1More to design, market, and deliver a digital preview screening event for their short film On The Line. Created in collaboration with Terrain Films, the documentary highlights the looming destruction of Jones Hill Wood, the ancient woodland that inspired Roald Dahl’s Fantastic Mr. Fox. Our aim was to amplify the film’s message, rally public attention, and, ideally, halt the planned demolition.
Our role:
We managed the entire process from event planning to marketing and execution for On The Line’s digital preview screening. Our work included event management, social media promotion, audience engagement, and live production. We also facilitated a live Q&A session with the cast and creative team to give audiences an even deeper connection to the cause.
Challenges:
Our original timeline of eight weeks was unexpectedly reduced to just three due to the accelerated eviction and demolition schedule for Jones Hill Wood. Further restricted by the UK lockdown, we pivoted to a fully digital approach, leveraging our expertise in event management and digital marketing. Through the Studenteer platform, we engaged volunteers who played a crucial role in social media management and audience building, which was essential to the event’s success.
Outcome:
The digital preview attracted over 200 viewers, with the highlight being a panel discussion featuring the creative team, Not1More, and environmental defenders streaming live from Jones Hill Wood. The screening led to On The Line being picked up by Vice and shared on their social media on 30th April 2021, where it has since reached nearly half a million viewers worldwide.
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While the increased awareness came too late to save Jones Hill Wood, the event successfully raised £230 for Not1More’s Casa de Respiro Florestal project in Brazil, and the film’s message about environmental protection continues to resonate globally.
Key Learning:
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Working Under Tight Deadlines Drives Innovation: The reduced timeline challenged us to work with agility, proving that pressure can drive high-impact results.
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Engaging Audiences Enhances Impact: By mobilising a community of environmental defenders, we not only raised awareness for On The Line but also supported fundraising for Not1More’s vital work.
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Collaboration with Passionate People is Key: Partnering with committed volunteers—particularly students—allowed us to amplify our message and deliver the event with speed and efficiency.
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Some Stories Need to Be Told, Even Without a Perfect Ending: Although Jones Hill Wood wasn’t saved, the event highlighted critical issues, including the misuse of police powers against protestors, particularly those from minority backgrounds. This underscores the importance of continuing to support organisations like Not1More.
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This project showcases our ability to adapt quickly, harness digital tools effectively, and deliver meaningful impact under pressure. We’re excited to continue creating and delivering impactful digital events that amplify important causes.