Oglivy Australia on their work:
Forest & Bird protect all of New Zealand’s native species and wild places, but they receive no government funding. To continue doing the work they do, they desperately needed new members and the cheapest membership option is $5 a month. With that in mind, we wanted people to discover for themselves how a mere $5 could make a huge difference – it can help put a bird back in its natural environment. The concept was well received and then extended to $10 and $50.