Britain’s Natural Health Service
Repositioning The Woodland Trust as a unifying force for both environmental and societal health, inspiring a new generation of supporters.
The Business Challenge
To grow its supporter base fourfold by 2030, The Woodland Trust needed to evolve beyond its traditional conservation identity and engage a broader, more diverse audience. The Woodland Trust, the UK’s largest woodland conservation charity, had a well-established reputation but struggled to expand its appeal beyond an aging, traditional supporter base. Its messaging was fragmented, with separate narratives for climate change and wildlife conservation, making it difficult to engage a mass audience. To secure long-term growth, The Woodland Trust needed a singular, compelling brand story that connected with modern values and inspired action.
The Diagnosis
To resonate with a broader audience, The Woodland Trust needed a unifying brand message that framed its mission in a universally relevant way. Research revealed that while conservation remains crucial, it wasn’t enough to engage new supporters at scale. Different audiences connected with different aspects of The Woodland Trust’s work, but there was no central narrative tying them together. By identifying ‘health’ as a common denominator—spanning physical health, mental well-being, community resilience, and planetary sustainability—we created a more human, accessible way to talk about conservation and its impact on everyday lives.
The Solution
We repositioned The Woodland Trust as ‘Britain’s Natural Health Service,’ uniting its purpose under the fight for a healthier planet and people. To modernise The Woodland Trust and expand its appeal, we developed a bold new brand promise: ‘Fighting for the health of people and planet with every tree.’ This simple but powerful statement reframed conservation as essential to human well-being, making the mission feel urgent and personal. A refreshed visual identity embraced boldness and optimism, ensuring The Woodland Trust felt both contemporary and inclusive while retaining its heritage. We also developed a strategic messaging framework to help different stakeholders—from commercial partners to local communities—align with the new brand vision. The repositioning culminated in ‘Plant More Trees,’ a multi-channel campaign spanning TV, radio, social, out-of-home, and print. The campaign targeted people who cared about climate change but didn’t necessarily understand the crucial role of trees, bridging the knowledge gap and inspiring action.
The Results
Most successful ad campaign in The Woodland Trust’s history
Achieved with just one-third of the usual budget.
Exceeded new subscriber acquisition targets
Strengthened engagement with a broader, more diverse audience.
Created a cohesive brand identity
Unified messaging around ‘Britain’s Natural Health Service,’ driving long-term growth and positioning The Woodland Trust as a major player in both environmental and public health conversations.
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