‘50 things to do before you're 11 3/4’, the National Trust campaign to connect kids more closely to nature, has been a huge success over the last three years, and has now become the focus of their first-ever TV commercial. Knowing that kids who complete at least 25 of the 50 things are 15% more connected to nature, we looked at ways to keep the campaign thriving, by making it easier for more children to complete more of the activities – wherever they are.
Since the core target of ‘Explorer Families’ is highly likely to own smartphones and tablets, we designed and built a companion app to the existing 50 things website. Working across iOS and Android it delivers relevant content and up-to-date messaging while offline on National Trust properties.
The app uses geolocation to identify a National Trust property and deliver relevant information, suggesting new tasks based on previously completed activities and season. Kids can access the phone’s functionality, particularly the camera, to record their activities, with photos pulled into a gallery on the website.
With over 90,000 children registered and more than 250,000 activities completed, the ‘50 things’ campaign has exceeded all targets. It has also generated huge press and social media interest with a reach of 83 million across Facebook and Twitter, with nearly 11,000 interactions on Twitter using the hashtag #50things.
Gisela Coleman, 50 Things Project Lead, National Trust says: “Our 50 things campaign has really captured the imagination of families and we’ve been delighted with how many of them have forged a connection with the natural world as a result. The new app means that it’s even easier for them to tackle their outdoor adventures, with tips on the best places to try out for all the activities, and now they can also update their progress in real time, as they work through the challenges.”