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English Heritage brief was to create a campaign that evolved and extended their current positioning which only existed on-site at their locations - ‘Step into England’s Story’. The new campaign was to focus on driving membership. Working on the insight of ‘looking at the future to learn and protect the past’, our campaign ‘IDEA’ was ‘Walk in the footsteps of History today and tomorrow’, highlighting English Heritage’s extensive investment into children’s’ programs all over the country. We promoted the membership as an investment, so any new patron becoming a member would be investing in their own history for future generations. ‘Walk in the footsteps of History for free’ was the offer because membership was free with the cover charge to any English Heritage site. The white frame was already used as a graphic to tie the past and present campaigns together, but we now extended it as a device to capture active involvement by the public in England’s Story.