National Trust

'These are the places that make us'

The National Trust preserves some of the UK’s most cherished places, but its appeal was on the wane. In all its comms, NT tended to talk about its attractions, not about their benefits for visitors. These Are The Places That Make Us switched this around by focusing on the profound impact places can have on visitors’ mental and physical wellbeing. The stars of the campaign were NT members with stories about how various landscapes, houses and gardens had helped them mentally, physically or emotionally.

The campaign ran across cinema, out-of-home, digital and print.