Cannes Lions
OGILVY & MATHER LONDON, London / THE WILDLIFE TRUSTS / 2016
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The Oxford Junior Dictionary is the most famous kid’s dictionary in the UK, and is aimed at 7 year-olds. Its link with the prestigious academic reputation of Oxford University give it particular respectability and clout. The contrast between the impeccable credentials of the publication, and the decision to remove such well-loved wildlife words, make the nature word deletions all the more significant as a ‘sign of the times’.
The Wildlife Trusts is a major UK charity, dedicated to inspiring people about the natural world so that they value it, and stand up for it. It has over 800,000 members, manages nature reserves visited by 7 million people a year, and works with over 5,000 schools.
Flower-pressing is a familiar hobby in the UK, where blossoms and leaves are compressed between the pages of thick books, to preserve their beauty.
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