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The National Trust: Everyone Needs Nature

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Wieden+Kennedy creates four relaxing ads for The National Trust.
The #EveryoneNeedsNature campaign focuses on nature and wellbeing and on the universal need for nature. The Trust will also continue to appeal for donations to help protect its houses and collections and emphasize the importance of people joining and remaining as members to fund this vital conservation work.

There are four videos in this campaign featuring a Robin at Wasdale in Yorkshire, the stream at Hembury Woods in Devon, a lake at Derwent Water in Cumbria, and the sea at Blakeney Reserve in Norfolk.

Findings from a YouGov poll commissioned by the National Trust in June revealed that 38 per cent of adults said spending time in nature was the moment they looked forward to most each day during lockdown. Also that since lockdown, a third (33 per cent) of respondents said that their interest in nature had increased.

The Everyone Needs Nature campaign follows the bold ambitions set out by the Trust to mark its 125th anniversary in January including planting 20 million trees and creating green corridors for nature.

Celia Richardson, Director of Communications and Insight at the National Trust said: “The Everyone Needs Nature campaign is designed to capture a moment in people’s lives when they are more aware than ever of the importance of close connection with nature. We want people to continue the everyday connections with nature they’ve made during lockdown, and remind them that nature and wildlife urgently need protection.

“We know from our research that spending time noticing the nature around them has been a real feature of life for people during lockdown. It’s important that these habits are maintained in the future – they’re vital to people’s wellbeing.

“We can’t ignore the crisis in nature that we were faced with long before the pandemic – more than a quarter of Britain’s native mammals – including the beaver, red squirrel, water vole and hedgehog are still endangered and at risk of extinction. Creatures like these are vital to the survival of nature’s fragile ecosystems.”

Donations will be used for a variety of nature conservation work programmes; £5 will buy and plant a tree, £10 will help maintain coastal footpaths and £15 will help with wildflower meadow creation.

Ms Richardson, added: “We are determined to find ways to achieve the goals we announced in January, at the start of our 125th year – which included planting 20 million trees in the next decade and creating green corridors in and near cities, as well as continuing with our work to create 25,000 hectares of priority habit by 2025.

“Alongside this we want to be able to continue our work on caring for rivers, looking after rare and precious species, such as the large blue butterfly. And we want to continue with our work on reintroducing species like the beavers released at Holnicote in Somerset in January.

“Membership subscriptions and visits to properties will continue to support conservation of buildings and collections – but our work on nature conservation has never been more vital.”

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