National Trust is a conservation organisation in England, Wales and Northern Ireland.
Brief: Reposition the National Trust as the brand that can rebuild the UK's connection to nature and beauty.
Insight: Often, we're unhappy because we are too 'inside our own heads.' Nearly 1 out 5 people in the UK have been diagnosed with anxiety disorders or depression and research indicates nearly 90% of their time is spent indoors.
Strategy and Idea: Launch an integrated, copy-led campaign to illustrate how National Trust sites disrupt negative thinking and positively impact the psyche.
The landing page communicates the campaign’s creed to the visitor and invites them to take a quiz to determine which National Trust site they should visit first.
The results of the quiz cater to the user’s emotional state.
The user can also browse which locations act as remedies to certain negative emotions.