Acorn Ambassador - National Trust

BRIEF: Without losing its heritage, refresh the National Trust brand to either better represent the wide scope of work covered by the organisation or to celebrate their 125 year anniversary (or both). IDEA: The National Trust's membership base has more older members than young members. Using the 125 year anniversary I felt this would be the perfect opportunity to capture a younger audience and engage them in the National Trust by empowering them through ownership of the trust. With this in mind I developed the Acorn Ambassador scheme. Grandparents or Guardians who are members of the trust will be able to apply for 125 year Acorn Ambassador memberships for young people in their lives. As Acorn Ambassadors they will meet each season to discuss the National Trust and areas that matter to them. Not everyone lives near sea or forest areas and so young people can opt to pick an area of focus that matters to them. These include, Coastline, Woodland, Animal, Heritage, Lake, Climate and Garden. As evidenced in the Scouts, young people loves badges. A series of badges have been developed in order to reward Acorn Ambassadors for their involvement in the National Trust. For older children less inclined to engage with material badges there is an app which will hold digital badges. It was important to communicate to the target market wishing to pass on their beloved National Trust. I considered where the target market would likely respond to National Trust advertising; through research I found magazines and bus stops to be the key places to target. By using the existing National Trust branding guidelines I was able to maintain the look and feel of the National Trust ensuring that the Trust's Sub-Brand was coherent with the look and feel which the target market are already familiar with. "From Small Acorns Do Mighty Folk Grow" This phrase speaks to the target market as it will resonate with them. The message is that by involving their young people in the trust they will grow up to be better adults for it. The phrase is also word play on the National Trust logo and the subsequent Acorn Ambassador logo. Two certificates of membership have been designed too. One for the young person and one for the Grandparent/ guardian who sign them up. They have been designed with the appropriate target audience in mind.