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Poster advertising the new campaign.
Simple and easy campaign
A new campaign launches in July aimed at encouraging all of us to make better use of the outdoors and nature close to home.
The campaign has the strapline ‘Simple pleasures, easily found’ and celebrates the simple pleasures offered by our natural environment. The focus is on highlighting what can be achieved from our own doorsteps in terms of local walks, parks and green spaces. “The campaign promotes simple
outdoor activities that can be enjoyed anywhere in Scotland,” explained Eleanor MacDonald, SNH campaign manager. “The simple pleasures include activities like skimming stones, looking for a four-leafed clover or watching a sunset, so they’re all fun and do-able things. “We also want to reduce the time
needed to plan an outing by providing useful information about routes close to where people live. The information will also tell them how long each route is likely to take, making it easier to fit outdoor enjoyment into busy everyday lives.” This will be a national campaign,
but the focus will be largely urban. Research shows that many people living in Aberdeen, Edinburgh and particularly Glasgow visit the outdoors less than once a week. The aim is to inspire them to make more time for outdoor enjoyment instead of other leisure activities. National posters, newspaper adverts
and leaflets will all form part of the campaign. These will provide top tips and ideas for things to do, as well as directing the public to an online source
www.snh.gov.uk
with information specific to their local area. In Glasgow, for instance, the information will include routes along the KelvinWalkway, Glasgow Green and the River Clyde, as well as the Forth and Clyde Canal. The approach taken for some of the communications will be to show people having fun in all weathers, rather than the usual tendency to present images of hot, sunny days. It’s hoped this may help influence people to change their behaviour at those times of the year when spending time outside is less attractive. This campaign supports SNH’s
‘Enjoying the Outdoors’ policy, which aims to persuade more people to take part in outdoor visits, and encourage everyone to get outside more often. This approach recognises how important enjoying the outdoors is for people’s quality of life. The campaign will include a toolkit
of top tips for how to get active outdoors. Partners such as ranger services, community groups, walk leaders or clubs and associations will be able to use the visual identity of the campaign by downloading materials from the internet, which they can then change to suit their own circumstances. Any partner will have access to
this, and it will be useable for any location. It will include poster templates, leaflet templates and news releases. Meanwhile, SNH will take a lead on targeting the campaign in Glasgow and other urban centres. “We hope this campaign will give
people lots of ideas for places to go outdoors and things to do,” added Eleanor. “We want to create a sense of buzz about the simple pleasures to be gained from outdoor enjoyment.”
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