NATIONAL TRUST:
THESE ARE THE PLACES THAT MAKE US
For many, National Trust means a middle class day out.
They are in fact a charity created 125 years ago for the mental well being of working class people in urban spaces. National Trust wanted to reconnect with their original purpose and let people know their places are for everyone.
We created a print and radio campaign that brought together and celebrated people's diverse connections with a range of National Trust protected places.
No matter your class, background or postcode we can all relate to the rich memories and meanings that some locations have to us.
Big or small, past or present, the same place can mean so many special different things to so many different people.
From the spot where you ‘ate ham and pickle sarnies’ with Nan, or the bench where ‘Terry got down on one knee.’ They’re beautiful life moments that really matter.
​
By using real people’s stories we were able to share and reinforce the impact and benefits of special places and the role the National Trust
plays in preserving them.
We featured three National Trust iconic backdrops and replayed people’s real stories in the body copy of those places - past, present and future.
In the radio ad, we weaved people's stories together to create a single joyous narrative.
