The Ramblers
A public appeal to protect ancient paths.
Saving 154 square miles of historic footpath that would otherwise have been extinguished forever.
01 / The challenge
What needed to change.
England's network of ancient footpaths was at risk of being lost forever. A legal deadline meant that thousands of historic rights of way had to be formally recorded, or they would be extinguished permanently. The Ramblers needed people to act, and quickly.
02 / The insight
The reframe that opened the door.
The people most likely to care about footpaths going missing weren't the Ramblers' existing members. They were walkers, dog-owners, local residents and communities who had never had any connection to the organisation at all. Speaking to existing members would have wasted the moment.
03 / The approach
What we made, and how.
We created the Don't Lose Your Way campaign brand and film, building an appeal that felt urgent, personal and genuinely open to everyone. Rather than speaking to the converted, we told the story of what stood to be lost and made it easy for anyone to play a part in saving it.
The response went well beyond the membership, which was exactly the point.
04 / The outcome
What changed.
154 mi²
of ancient footpath protected
77%
of participants new to the Ramblers
Public appeal
broadcast and broad-reach