Work
Leave No Trace - Love This Place
Helping a new generation fall in love with nature by giving it a voice.
Ireland's natural landscapes have never been more popular. But increased access has also brought increased pressure. Litter, wildlife disturbance, off-lead dogs and habitat damage are leaving lasting impacts on the places people love most. At the same time, younger audiences have become increasingly difficult to reach through traditional environmental messaging.
Leave No Trace Ireland is a national not-for-profit organisation that promotes and inspires responsible outdoor recreation through education, research, and partnerships. Leave No Trace Ireland briefed THINKHOUSE to create a campaign that could move beyond education alone, encouraging responsible behaviour without feeling preachy, guilt-driven or disconnected from how people consume content today.
The Insight
People don't protect what they see. They protect what they feel connected to.
Research consistently shows that a stronger connection with nature increases wellbeing while also making people more likely to adopt positive environmental behaviours. Instead of focusing on rules, we focused on building that emotional connection first.
We developed our campaign around a simple creative approach. Rather than speaking on behalf of nature, we let nature speak for itself.
Animals, landscapes and habitats became the campaign's storytellers. An anxious sheep, an unimpressed deer and even the landscape itself shared humorous, heartfelt perspectives on the small everyday behaviours that make a big difference. By shifting the point of view, familiar environmental advice became entertaining, memorable and highly shareable.
Love This Place
Launched in partnership with government departments, local authorities and environmental organisations, the ‘Love This Place’ campaign united partners behind a simple call to action: If you love this place, leave no trace. It invited everyone heading outdoors to take simple, mindful actions that protect Ireland's landscapes and wildlife, built around three clear behaviours: be responsible with your dog, protect wildlife and wild places, and stay on the path.
Across hero films, creator collaborations, educational carousels, PR activity and always-on social content, every touchpoint combined emotional storytelling with practical guidance, transforming complex conservation messages into simple actions that anyone could take. Designed for native social behaviours rather than traditional advertising, the campaign encouraged audiences to see Ireland's outdoors through nature's eyes and inspired them to leave those places better than they found them.
The Results
The campaign generated national awareness through a coordinated mix of social content, creators, earned media and partner activity, with a total reach of 2.35 million.
More importantly, Love This Place reframed responsible outdoor behaviour as an act of care rather than compliance.
By helping audiences see the outdoors through nature's eyes, the campaign transformed environmental guidance into stories people wanted to watch, share and act on.