National Trust

National Trust uses gamification with e3 for ‘50 Things To Do Before You’re 11 ¾’ campaign


By The Drum Team, Editorial

April 16, 2012 | 2 min read

The National Trust’s ‘50 Things To Do Before You’re 11 ¾’ campaign has launched online, with the microsite created by e3.

The campaign aims to use gamification to get children out of doors and into nature, after it was discovered that one in ten can’t ride a bike and only a third have climbed a tree.

Those taking part in activities will find that completing more activities opens up games, new levels, as well as digital and real badges; with children who complete all 50 earning a ‘real-life’ National Trust Explorer badge, and secret reward.

Tristan Pride, creative director for e3, said: “Gamification is traditionally used to get visitors to spend more time on a website.

“We’ve created a very engaging campaign and website for the National Trust but we’ve taken the opposite approach and all the content – avatars, games, videos, unlocking of new levels and the like, are deeply embedded in real world activity and encourage children to spend more time outside discovering. There’s lots of content that can be printed off and put into the scrapbook and shared with friends and family”.

The website launched no Friday, with a scrapbook being made available in The Guardian on 25 April.

National Trust

Content created with:

Great State

Great State is a brand technology agency.

Founded in 2018, it is a merger between digital agency e3 and strategy consultancy LSU (London Strategy Unit).


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