Natuurmonumenten Conservation Campaign Lets Nature Live

Natuurmonumenten has launched a new positioning and campaign, Let Nature Live, marking a new chapter for the Netherlands' oldest nature conservation organisation. This refreshed direction redefines Natuurmonumenten’s role, moving beyond the preservation of nature reserves to encourage active participation in protecting nature - right in people’s own backyards.

“For years, we focused on what nature gives us, but now it’s time to give back. Nature is a two-way street,” explains Barbara Hellendoorn, head of marketing and communication at Natuurmonumenten. “Nature is under immense pressure, facing threats from nitrogen emissions, pollution, drought, and habitat fragmentation. Nature needs a strong voice and everyone’s help to truly recover. We know people want to contribute but often don’t know where to start. This new brand strategy shows them how.”

Created in partnership with lead agency ACE, the Let Nature Live campaign aims to turn public attention into action. Jennis Jongerius, strategy director at ACE, shares, “Nature is an incredibly powerful brand - just look at how often it’s tagged on social media. In the coming years, we’ll work with Natuurmonumenten to channel that attention into real, tangible support. Our shared love for nature inspires us to honour it genuinely.”

Let Nature Live will debut through a campaign film that brings the mission to life, illustrating how every small effort can contribute to restoring nature. The campaign rolls out across TV, online, social, and (D)OOH.