Keep on the grass: National Trust’s new campaign

If you’re heading to the east of England this weekend, look out for the National Trust’s latest advertising campaign encouraging visitors to have fun.

If you’re heading to the East of England this weekend, look out for the National Trust’s latest advertising campaign encouraging visitors to have fun.

Designed by The Click Design Consultants and led by creative director Bobby Burrage, the campaign features a range of posters that look like warning signs or restrictions – such as “keep off the grass” and “reserved” notices – but invite people to play, sit, explore, take photographs and have some fun.

The signs also feature the hashtag #NaturesPlayground, encouraging people to share and comment on their visits to National Trust sites using social media.

They have been sent to National Trust properties across east England and will be used in promotional literature, posters and print ads. It’s a light-hearted campaign and one that Ben Cowell, regional director at the National Trust, hopes will re-invent the organisation’s image.

“The new signs are a fun, tongue-in-cheek way to help people reconnect with nature and enjoy our outdoor spaces to the full. Some people still view us as being very formal with lots of rules and regulations. I would encourage those people to come along and see how we have changed over the years,” he says.

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  • Ed

    I like how this breaks up their stuffiness, but the tree one doesn’t work, does it?

  • K-S-T

    I agree with Ed, lovely campaign but the tree one does not have the same effect has the others…

  • Marto

    Nice, if not original. Saw these signs in the Sydney Botanical Gardens in 1998!

  • james

    I thought the tree was the best one!?

  • Have to agree with James that the tree was one of the best ones. Really nice campaign. The colours used for the signs are lovely too!

  • Paul

    Yes Marto, but in 1998 there were no hashtags, so this is considered a brand new idea again.

  • The hash tag undermines the design, but this is the best advertising from them since the rebrand.