Screenmedia was delighted to continue our working relationship with SNH on the Scotland's Big 5 campaign. Delivered as part of the 2013 Year of Natural Scotland.

The challenge

As 2013 is the Year of Natural Scotland, Scottish Natural Heritage took the opportunity to launch a campaign centred on five of the most iconic animal species in Scotland: the red squirrel, the red deer, the harbour seal, the otter and the golden eagle, otherwise known as the Big 5.

The outcome

A national campaign delivered in partnership with Visit Scotland, Scottish Natural Heritage wanted to raise awareness of these iconic species in Scotland but also encourage Scotland’s people to explore the outdoors and see what Scotland has to offer by way of wildlife and outstanding natural beauty.

Awards and recognition

Herald digital business award
Herald digital business award

The strategy behind Scotland’s big 5

Scottish Natural Heritage were keen to attract new audiences to the campaign and needed to produce an impactful, modern and accessible digital content solution that was both engaging and rewarding for users.

The campaign needed communication to travel with the user, providing them with a guide on where to go and what they can do to spot the Big 5 in the wild; They therefore chose a mobile app solution, in addition to desktop responsive web and print.

Working with the brilliant content provided by Scottish Natural Heritage, Screenmedia designed a truly immersive, innovative and engaging mobile app and microsite solution that introduces the audience to the Big 5 and encourages them to go out and discover them for themselves across some of Scotland’s most breath-taking national parks and reserves.

A beautiful responsive website solution

To support the offline campaign communications and to ensure an appropriate user experience across desktop, laptop, tablet and mobile devices.

We also created a fully responsive contemporary microsite, using the strong campaign brand and design guidelines to present core species information, campaign information, news and educational resources for teachers, parents and pupils to fully explore the unique characteristics of these species. Centred around the spectacular photography contained in Scottish Natural Heritage’s archive, the site is highly rich in its visual design.

By utilising the Screenmedia ReachTM platform, our CMS solution that is underpinned by Umbraco, we were able to deliver Scottish Natural Heritage a powerful and flexible solution that is both user-friendly and highly extensible. Fully integrated with a responsive design framework, using Screenmedia ReachTM meant SNH could cost-effectively deliver the optimum user experience for their users across desktop, tablet and smartphone.

App UX/UI design

Placing the species at the centre of the app’s interaction, we worked with the concept of ‘animal information cards’ mimicking a stack of individual content pieces through which the user could shuffle and scroll. Once inside the species sections we wanted to deliver a rich and engaging journey through a collection of media, from text to audio and video snippets, key facts and mapping references.

Locate species

The app includes some beautifully interactive maps designed to help users locate the Big 5 species around Scotland’s spectacular nature reserves and national parks.

Users can enter the map through the main app access level (and via a beautiful custom built map transition may be add) or drill down to the specific species of their choice, locating them alongside some handy hints and tips for when best to spot the species and how to capture the best picture of them in their natural habitat.


Available for iPhone, the app is free to download and has enjoyed a number of sparkling reviews since it was released at the start of this year both in Scotland and further afield, and has even been picked up and featured a number of times by Apple themselves in their New and Noteworthy category on the App Store. Download the app for free today and try it for yourself.

Stats and awards


Downloads in the first week


Sparkling user reviews

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