Natuurmonumenten has launched a new positioning and campaign, Let Nature Live, marking a new chapter for the Netherlands' oldest nature conservation organization. This refreshed direction redefines Natuurmonumenten’s role, moving beyond the preservation of nature reserves to encourage active participation in protecting nature—right in people’s own backyards.
“For years, we focused on what nature gives us, but now it’s time to give back. Nature is a two-way street,” explains Barbara Hellendoorn, Head of Marketing and Communication at Natuurmonumenten. “Nature is under immense pressure, facing threats from nitrogen emissions, pollution, drought, and habitat fragmentation. Nature needs a strong voice and everyone’s help to truly recover. We know people want to contribute but often don’t know where to start. This new brand strategy shows them how.”
Created in partnership with lead agency ACE, the Let Nature Live campaign aims to turn public attention into action. Jennis Jongerius, Strategy Director at ACE, shares, “Nature is an incredibly powerful brand—just look at how often it’s tagged on social media. In the coming years, we’ll work with Natuurmonumenten to channel that attention into real, tangible support. Our shared love for nature inspires us to honor it genuinely.”
Let Nature Live will debut through a campaign film that brings the mission to life, illustrating how every small effort can contribute to restoring nature. The campaign rolls out across TV, online, social, and (D)OOH.
Video · Campaign film 'Let nature live'
New work for Natuurmonumenten by ACE
About Natuurmonumenten
Natuurmonumenten is a Dutch nature conservation organization, founded in 1905, dedicated to preserving natural landscapes and biodiversity. Managing over 100,000 hectares of nature reserves, including forests and wetlands, Natuurmonumenten actively engages in conservation measures and promotes sustainable land use. The organization inspires people to appreciate and support nature. For more information, visit www.natuurmonumenten.nl.
About ACE
ACE is a modern network of creative and technical agencies. ACE continually develops integrated offerings for brands that want to lead in a rapidly changing world and stay connected to contemporary culture. ACE has offices in Amsterdam, Rotterdam, and Utrecht. Brands like ABN AMRO, Under Armour, Rijksmuseum, Natuurmonumenten, Unilever, and YoungCapital are part of its portfolio. More information: www.ace.nl.
