UK – The National Trust is raising awareness of how nature can powerfully enrich people’s lives through a new campaign entitled Everyone Needs Nature.
Through a series of films created by Wieden + Kennedy, the campaign communicates how vital it is to preserve and protect nature and wildlife. The films also explore the mental benefits of connecting with nature, using dynamic typography of words such as ‘calm’ placed on top of atmospheric visuals and audio of natural environments.
The campaign is a response to the lockdown period experienced in the UK and its impact on mental wellbeing – in particular among urban dwellers. It highlights how gardens, parks and the open countryside became spaces of recuperation and positive escapism.
‘Lockdown, more than any other period of time, showed us clearer than ever before the value of nature and its importance for our wellbeing,' explains Shaherazad Umbreen, marketing director at the National Trust. 'Spending time outdoors became the one moment people could look forward to in their day.'
With many global citizens still feeling hesitant about far-flung travel, they're instead embracing opportunities to explore nature, wildlife and open spaces closer to home. For more, explore our Staycation Market.