Almost everyone in Holland knows who the Staatsbosbeheer (the Dutch ‘National Trust’) are, but no one knows exactly what they do. When most people hear the name think about forest management and overbearing rangers. That’s not cool. In short, the public awareness of the SBB is high, but their proposition awareness is low.

Gummo was asked to reposition SBB and develop a campaign to make it clear that the SBB does much more than just ‘nature management.’ The campaign had to refresh the SBB’s previous dusty, rigid image and appeal to a much larger public.

So we introduced a new, fresher sub-brand “Buiten” (Outside) to accompany the existing SBB brand. Plus a new ‘season’, like the ‘Rubber boots Season’, was rolled out every month to plant the idea in the public consciousness that there’s always something to do outside with the SBB.

Cuddle Tree

Nature Education is also very important for kids. Therefore Gummo launched the first ‘Cuddle Tree’ in the world. This to activate children to go outside and let them get familiar with trees and forests. Also seeds are included so they can plant their own flowers.

Outside Book

Next to this the ‘Buitenboek’ (Outside Book) was created. A 168 page childrens book about Dutch nature with tips for outside play, games and interviews with Dutch celebrities.

Order the book here.