National Trust: Night time Safari
LIDA
Campaign overview
Only one in 10 UK children regularly play outdoors. The National Trust wanted to get kids out of their bedrooms, away from their computers and into the countryside. This mailing was part of a bigger campaign, 50 Things to do before you're 11¾, that worked to reintroduce families to mild peril adventures. Using a 'magic' poster, Night Safari drove overnight response and exponential increases in app downloads, social mentions and online engagement that in turn led to more time spent playing outside.
Strategy
Getting the family up and out of the house...