Celebrated British punk poet John Cooper Clarke has teamed up with 18 Feet & Rising and Agile Film to launch a new campaign for the National Trust, in which he shares his love of the British coastlines to celebrate the 50th anniversary of the Neptune Coastline Campaign. The new integrated summer campaign aims to highlight the 775 miles of coast cared for by the conservation charity, and encourage the nation to explore all that these beautiful and rugged landscapes have to offer. It will incorporate above and below the line communications, along with an extensive social media and influencer programme led by Mischief PR.
John Cooper Clarke has teamed up with 18 Feet & Rising and Agile Film to launch a new campaign for the National Trust
Clarke has penned the start of a new poem specifically for the £1.4 million integrated campaign, which reflects the nation’s love affair with the coast, and reminds them of the care that is needed to protect it for future generations. These first verses are inspired by Clarke's connections to the sea, and form the voiceover of an inspiring 60 second spot showcasing the rugged British coastlines of various National Trust properties. The campaign made its public debut earlier this week on ITV, and will be rolling out across TV, Cinema, VOD, digital, and social media and PR investment supporting throughout the summer.
The National Trust – Tell Us What The Coast Means To You
The real talking point of the campaign is a unique participatory angle led by Mischief PR and Mindshare, which asks the public to help Clarke complete the poem started in the campaign launch film by submitting contributions that sum up their love for the coast. The contributions will help inspire the poet to create the rest of the verses of the poem, which will be unveiled in autumn via the collaborative piece of work from both agencies. The contributions can take the form of words, pictures, social media posts or even sounds, with submissions made using the #lovethecoast hashtag.
The public have been asked to help Clarke complete the poem started in the campaign launch film, in a participatory angle led by Mischief PR and Mindshare
The summer campaign aims to rejuvenate public interest in the Neptune Coastline Campaign; one of the longest running environmental campaigns in western Europe. The campaign has resulted in the National Trust managing 775 miles of coast in England, Wales and Northern Ireland, equating to over 10% of the UK’s coastline. The ambitious project that aims to save the UK coastline has been powered by the generosity and support of hundreds of thousands of people to date. 2015 also sees the Trust announce a new coastal vision for the future, helping to continue to grow and protect our shorelines. Throughout the summer there will be a huge host of National Trust activities varying from working with writers, artists and musicians to capture what the coast means to the nation, to a collaboration with The British Library to record the sound of UK shores.
John Cooper Clarke discusses his role in the campaign
The film's director Thomas Bryant, from Agile Films, said of the project: “We wanted to bring the coast into the cinema. Into the home. To give viewers a glimpse outside their current location and remind them what’s on their door step. It was very important to us to recreate the feeling of the coast, the texture. Ultimately we wanted to create something intimate, human and in the moment.’’ Mark Scott, marketing agency director at the National Trust, added: ‘‘This campaign is an exciting move for the Trust and a significant step towards a more brand led marketing approach. People know the National Trust for the amazing properties and gardens that we look after, but we wanted to highlight the 775 miles of shoreline that we care for and focus on the emotional connection that these places have with people. Many people, Dr John Cooper Clarke included, have memories of childhood holidays and enjoy walks along the beach and if we can inspire the nation to get out this summer and share their love for the stunning shores we have on our doorstep then the campaign will have done its job.’’
