National Trust: How embracing diverse emotions unlocked new audiences

Business challenge

The National Trust is a much loved and highly supported organisation amongst those who know it well. But among a younger and more diverse audience it’s at best not thought of at all, and at worst highly misunderstood. To unlock visits, memberships, donations and even public support, the National Trust needed a big idea that could talk to everyone over the long-term, but that also resonates with those audiences not yet connected to the brand.

As an agency with a deep understanding of this audience, we were proud to partner and collaborate with the National Trust’s in-house creative team on this campaign of inclusivity.

BRAND ROLE

As the largest conservation charity in Britain, the National Trust has a diverse range of sites, properties and green spaces. Each of these can evoke a whole range of feelings in its own right. As a reflection of this, the National Trust’s role was found in an open invitation for everyone to feel it all, no matter their age or background. 

COMMS IDEA

Working with the National Trust creative team, we developed the idea of ‘Space to Feel’ showing that visiting a National Trust property can unlock a wealth of emotions – whether that’s a property or a more nature-based site.

The film execution played into National Trust’s ‘for everyone’ focus, whilst challenging preconceptions of who the National Trust is for.

In the film we follow Mya, her school friends and importantly her characterful yellow backpack on a National Trust visit. Knowing that young adults can often be reserved and self-conscious about their feelings, Mya’s emotions are shown through the facial expressions of her backpack. Even if teens don’t always show it, these are the feelings the National Trust can unlock.

The backpack execution was targeted at a younger demographic, across a variety of channels including Instagram, TikTok and YouTube. It was also broadcast on BVOD, and with cinema on the plan – the creative had the opportunity to feel impactful through large cinema screens.

Alongside this, the wider campaign was supported with large format OOH. These showcased different National Property sites; using impactful visuals and the campaign line ‘Space to Feel’ to evoke the feelings unlocked by the Trust’s properties and landscapes.

RESULTS

As this campaign is brand new, we are awaiting results, but the reaction to the campaign has been exceptionally positive so far.