The Joy of Sticks

Mischief PR / National Trust


How do you get digital natives/kids to start a love affair with nature? 

We found something that grabbed their attention better than an iPad…the humble stick!

With its variety of ‘apps’, it can be a wand, a broom, a sword…anything you imagine. We married this real-world insight with their online world, creating an engaging piece of content that championed ‘The Joy of Sticks.’ It introduced a new generation to the National Trust’s “50 Things to do before you’re 11 ¾” initiative - reinvigorating a five-year old campaign, delivering a 150% increase in earned media and 400% increase in app downloads. 


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