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WATCH ON DEMAND FROM 25 Jan 2021
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National Trust supports ‘50 things to do before you’re 11¾’ with glow in the dark campaign

The National Trust has launched a glow in the dark direct mail campaign as part of its wider ‘50 things to do before you’re 11¾’ initiative, ahead of the half-term in England.

The Lida created campaign focusses on number 40 on the list of things to do: go on a nature walk at night.

Targeting existing National Trust members, the new work encourages families to make the most of the great outdoors during the forthcoming school half-term holidays.

Nicky Bullard, executive creative director of Lida, commented: “In a time when children rarely receive anything in the post, here’s something to really inspire them. Our pack comes alive in the dark, just as nature does with all its wonderful surprises.”

The pack features an illustration of a rural landscape during the day, until viewed in the dark, when a whole new image appears.

Powered by phosphorescent (glow-in-the-dark) ink, nocturnal animals appear below a star-filled sky, capturing the same unexpected excitement of spotting real animals at night. The headline on the reverse reads: ‘Not spooked by the dark? You’ll see more than you think when you go on a nature walk at night’.

Kelly Hanchett, loyalty marketing manager for the National Trust added: “This Lida campaign is a great way to bring the 50 things activities to life and we hope that kids and their families enjoy it, and are inspired to get outdoors and have fun.”

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