Before we begin filming, we really think about the story we want to tell and the impact we want to have. What do we want to achieve with this film?

What is critical, is to show our message, not just say it. Real life demonstrations of nature coming back and people living with wild nature prove that this is possible. It’s a really powerful message.

In this example from Rhodope, we can see:

• Firstly, that things are already happening. Nature is already coming back.
• We show that, rather than tell it, with beautiful footage of plants, birds, animals.
• Then we show that people are here too, celebrating their natural and cultural heritage.
• Then we look together to the future. If this is what we are already achieving, imagine all the great things that can come next.

What we don’t do is explore all of the reasons that why nature was not here before, and why it now needs to come back. We emphasise the fact that nature is resilient, and will bounce back if we let it.

We don’t spend time exploring the reasons why new business models are needed in this area.

These messages have a place too, and it’s important to learn from the past. But to build engagement and inspire people across Europe, we need to show that there are always ways to move forwards. We can work together to have more - more plants, more animals, more jobs, more pride, more nature, more beauty.

We look to the future and show people that a positive future is possible.

We communicate hope – which then creates a basis for action.