THE THINKING.

The National Trust came to us in 2019 with a relevance issue. People thought it was a charity for OAPs preserving old homes, serving cream tea and scones. 

Over its 125 year history, people (and the Trust itself) had forgotten why it was set up in the first place: Preserve Britain’s nature, beauty and history, and ensure it’s accessible for all. 

So to make NT more relevant in 2020 we went back to 1883, when co-founder Octavia Hill said something so timeless, it became the heart of our new positioning: 

“We all want quiet. We all want beauty. We all need space. Unless we have it, we cannot reach that sense of quiet in which whispers of better things come to us gently.”

This human need for nature is more vital today than ever and our campaign brought to light Octavia’s original mission by unearthing wisdom from nature. 

When COVID-19 hit, we shifted our approach to ensure NT’s green spaces would still be accessible for those locked inside, and a new batch of work which ran on TV and in social aimed to provide the public with moments of calm amongst the information-overload and anxiety of living through a pandemic.