Forestry Commission

Research and facts

Rachel Doig

About the Forestry

Commission

Over half the population live within 6 miles of one of their forests or woods

Many private businesses are in partnership with the Forestry Commission such as ‘Go Ape’, Forest Holidays Cabin sites, ‘Camping in the Forest’

They plant 24 million trees every year

Two-thirds of the estate lies within National Parks, Areas of Outstanding Natural Beauty or Sites of Specific Scientific Interest.

They protect species, improve habitats and protect historical sites

Take degraded land that nobody else wants and turns it into green space for the benefit of all

They have more than 150 easy access trails for people with physical disabilities

They provide grants licenses and advice to private woodland owners

Interesting fact:More people in Britain visit a forest than do the seaside

What they offer

Various outdoor activities for adults and

children, and great family holiday

opportunities

Kids days out- cycling, walking, horse riding

Adventure parks for kids- ‘Go Ape’ 32 play

areas and wild play

Forest live- 23 concerts over various sites

throughout the year. Artists come to perform

in the woods

Forest holidays

Recreational Parks

Where they are

The Forestry Commission provide care for

over 1,500 forests and woods in England

alone

They also maintain forests and woods in

Scotland and Wales

They receive around 40 million visitors to

their sites each year

As Britain's largest land manager, they own

one million hectares of land

The many sites the Forestry Commission have

all over the country

The website

The website

The Forestry Commission have a very

modern and up to date website

All the information is there and is very clear

They include offers and passes on days out

They have links to all the adventure parks as

well as ideas for bike and walk trails

They have an app that shows the all the

trails

The brief

Create a campaign to raise awareness of

the various outdoor activities the Forestry

Commission provides

The problem

They are not very well known for having

days out and their outdoor activities and

recreation parks and all the things they have

to offer

The Forestry Commission look after most

national parks in Great Britain and do not

advertise the extent of this

Children nowadays don’t like to go outside

and play as much

The Solution

Show families how to introduce their children

to the great outdoors

Give them plenty opportunity to explore and

discover by just walking through a forest

Encourage children to be children and play

outside and have fun

Aim at children. If they want to go

enough, their parents will take them

Target audience

16-2 year olds, families and children are a

possible target too

Children are more susceptible to excitement

and adventure

INTEREST and excite young people into

wanting to do activities and the parent will

want to take children along too

It is encouraging young people to get

outdoors and be healthier and inquisitive

Where to advertise

An ad that works as a poster or billboard so families out and about will take notice

Outdoor shops and centers where people go to buy outdoor gear or take part in activities

Posters in schools or play groups

Shopping centers, where most families spend their weekends

Apps that involve children on their day out, so they can continue to learn and play at home in and encourage return visits

Strategy

Younger children/families

Cartoon characters (Little Red Riding Hood, Goldilocks, Robin Hood)

‘if you come down to the woods today, your sure for a big surprise’

Bugs, climbing, running, jumping, stone throwing. ‘Get down and dirty with real nature’

Engaging children

Appealing to parents

!6-25 year olds/families

Bringing the forest to the people

Roadshows that bring in real

trees and gives them a feel for

the forest

Let out bikes for hire for an hour

to encourage people to want to

cycle

Activities like climbing and zip

wiring through the forest

Ideas

Thinking of

characters that are

associated with the

woods, that children

can relate to.

Ideas

Using the nursery

rhyme, these are some

different lines integrated with

it to create a strap line

Instant ideas

Layout

Strap lines

Camouflaging a strap line

Going with

ideas that

came with the

strap line ‘See

what’s hiding

in the forest’

Instant ideas

Ideas furthered

Billboard example

Camouflage idea

Idea furthered

Different take on the idea

Bus stop example

The image looking 3D will make

it stand out a lot, and will be

eye catching when walking

down the street, it will make the

reader stop and closer to read

the text.

Final idea

I was going to

incorporate two trees

in front if the

billboard to make it

harder to see. This

would still work for a

giant poster or

billboard outside an

outdoor store, but for

drivers would make it

almost impossible to

read in such a short

space of time.

Metro Centre Showcase idea

Roadshow

Truck roadshow

Developed

If this sort of set up was

created inside the

metro centre, it was

draw the people in.

‘Bringing the forest to

you’ with experts on

hand to recommend a

walk or cycling trail for

your family and tell

people about all the

activities the Forestry

Commission provides.