The National Trust Proposition and Messaging

We knew the climate crisis was affecting nature in the UK. But we were stunned to discover that we are one of the most nature-depleted countries in the world. 

Nearly half of all species are in decline, and 15% are nearing extinction. The life and colour of our natural landscapes are disappearing before our eyes. 

The loss of nature and biodiversity is a less-told story of climate action, which rightfully focuses on displaced communities, extreme weather and the battle to eliminate fossil fuels. But in reality, it’s nature on the climate frontline. 

The trouble is that people suffer from sustainability fatigue (and crisis fatigue more broadly). It makes us feel bad. The problem’s too big to solve. Too far away. So we ignore it. 

Unless. 

Unless there was a straightforward, tangible, personal way to help protect and restore nature – and watch your impact grow. 

And… you guessed it – there is! The brilliant team at Good Innovation and The National Trust have developed Adopt a Plot – a small way you can have a big impact on nature. Simply pay £7.50 a month on nature restoration at a ‘nature super site’ of your choice. The sites have been chosen especially for their transformative potential. So you know your money is working as hard as it can. 

It was a pleasure to be asked to write the Proposition and Messaging Brief, working closely with the consultant and client team. With the strategic work in place, Rich wrote four story concepts, which were collaboratively whittled down to a single proposition. Rich then developed a full set of messaging, broken down by audience, media and short, medium and long versions. 

Not only was it a great project to work on, but happily for us, it quickly led to a brief for our second piece of work for the Trust – more of which to follow soon :)

Fancy restoring nature one plot at a time? Find out more and donate here.