Born To Be Wild

Born To Be Wild, Mischief / National Trust
This campaign used grandparents' 'wild side' to unlock a new cohort of potential future National Trust supporters. The team recognised the power of a new generation of active grandparents - 73% do the bulk of informal childcare - to pass on their love of the great outdoors. Documentary-style creative depicted grandparents as the leaders of the pack, teaching kids to thrive in the wilds of nature. The PR idea was stretched across shared, owned, earned and loaned channels, delivering best-ever reach and increasing website visits by 71% (+19% yoy for a six-year-old campaign)