national trust
INSIGHT
1 in 5 UK workers take time off each year due to extreme workplace stress. (MH UK) Spending time in nature is a proven reliever of stress.
STRATEGY
Highlight the mental benefits of being outdoors to an audience of city workers.
IDEA
Escape the office, embrace the forest.
Tube ads/ Bus station ads concept:
‘Friday: Sending emails
Saturday: Watching snails’
‘Friday: Calculate net profit
Saturday: Listen out for a blue tit’
‘Friday: Finish campaign strategy’
Saturday: Climb that massive tree'
Tube barrier ads at the end station
Stunt:
Rejection of modernity E.g. Illusion Visual of an escalator turning into steps in a forest
Tube carriage transformation - bring a taste of nature to the city
NT Tube map - The National Trust line:
A NT green line on the tube map showing directions to the nearest trust sites of natural beauty. NT logo stickers put on the tube maps that are already there like on the stop that you'd need to get off at to go to the site.
Headspace x National Trust - Guided meditation walks:
30 minute sun salutation (welcoming the sun)
20 minute mindfulness mooch
60 minute woodland wind down
Visitors can scan QR codes at the visitor centre, they will be redirected to the headspace page and show a list of routes.
Walking groups