Part of the remit of this government body is to produce and promote the Scottish Outdoor Access Code. This acts as a guide to behaviour of both landowner and land user as they go about enjoying (and working in) Scotland’s great outdoors. We won the pitch to help SNH create two new campaigns to target a couple of audiences who research had told them needed a little extra persuasion to change their behaviour.
The first campaign is aimed at dog walkers to encourage the use of leads at certain times and includes posters running outside vets’ practices, a press campaign, and an ambient smelly sheep that is designed to draw dogs irresistibly to it, whereupon their owners can read the message that “your dog is just as attracted to the real thing.”
The second campaign, seen here, is aimed at social campers and is built on the campaign line “don’t mess with nature.” This campaign runs as press, as posters at beauty spots popular with the target audience and on toilet rolls handed out free at Scotland’s music festivals.