Natuurmonumenten introduces a new brand positioning and tagline, 'Let nature live.' This foundation will guide all future activities and marks a new phase for the oldest nature conservation organization in the Netherlands. “We’re moving beyond simply protecting nature reserves and inspiring people to enjoy nature. With this new strategy, we aim to motivate people to actively support nature—including nature right around the corner.”
“For years, we focused on what nature offers us, but now it’s time to give back: nature is a two-way street,” says Barbara Hellendoorn, Head of Marketing and Communication at Natuurmonumenten. “Nature is under significant pressure. Nitrogen, pollution, drought, and fragmentation are threats. She needs a strong voice and everyone's help to truly recover. We know many people want to contribute but are unsure how. Our new brand strategy encourages them to discover what they can do.”
The new direction was developed in collaboration with lead agency ACE. Jennis Jongerius, Strategy Director at ACE, adds, “Nature is an incredibly strong brand. Just look at how often it’s tagged on social media—almost every organization would be envious. In the coming years, we will work with Natuurmonumenten to turn that attention into action. Our shared love for nature drives us to genuinely honor it.”
'Let Nature Live' will be conveyed through a campaign film that makes the bigger picture tangible and relatable. Every individual can contribute to the recovery of our nature. With big and small acts. The campaign will launch on 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.
