Concept
Campagne
Design
Zaai wilde bloemen
en zie het verschil
Background
Natuurmonumenten is the leading nature conservation organisation in the Netherlands, committed to preserving biodiversity and protecting wild spaces. While their base of over one million loyal supporters has long helped secure vital progress, engaging younger audiences has become increasingly important to safeguard this mission for future generations. With urbanisation, paving and intensive agriculture stripping nature from our everyday surroundings, action is needed right in our own backyards.
Solution
To activate a new generation, we showed the power of wildflowers. Literally. In our key visual, the line “Hier leeft de natuur niet” (“Here, nature doesn’t live”) gets overtaken by blooming flowers, making the word niet disappear. A striking metaphor for how small action leads to big change.
To turn awareness into action, we launched free online workshops led by Natuurmonumenten’s own rangers. These mini-masterclasses teach people how to bring nature back whether in their garden, on a balcony or even in a tiled street. Combined with a free pack of native wildflower seeds, we made it easy to get started.
