The Wildlife Trusts, which has over 800,000 members in 47 local Trusts, exist to safeguard local nature in the UK. With the first national campaign in its 100-year history, the charity wanted to express the value of wildlife and wild places to everyone in the nation. Because once people understand that nature matters to them, they are more likely to enhance and protect it.
The true value of nature is hidden and personal. It’s only though our individual experiences of nature that we understand its value to our health, wellbeing, our sense of identity and even financial security. Celebrating what nature means to people was an opportunity to share the simple truth that all of our lives are better when they’re a bit wild.