Best Example of Sustainable Outdoor Recreation Related Tourism and Visitor Management

#RespectProtectEnjoy campaign – an innovative campaign which leveraged social media platforms to promote responsible access and engagement with the outdoors.

This is a really innovative project that has done what many organisations have struggled to do in terms of creating connections with and effective messaging to those new and unaffiliated to the outdoors. Their use of irreverent and entertaining videos and the use of TikTok and other social media platforms brings fresh messaging to well versed information.

Pictured: Heather Clatworthy, Ramblers GB receiving their ORN Success Award from Orla Caroll, Failte Ireland.

Since 2021, Ramblers Scotland, in collaboration with Scottish Government partners and young co-producers, has created bold and eye-catching #RespectProtectEnjoy video campaigns to promote responsible outdoor access. These videos aim to offer practical advice, particularly for young beginners, in contrast to the traditional, formal videos that often fail to engage audiences.

The Ramblers’ videos have:

• Won multiple UK awards
• Garnered national media coverage
• Attracted major UK partners
• Been featured in NatureScot’s access education pack and shown in schools
• Accumulated over 5 million views

Challenges: The COVID-19 lockdown created a surge in outdoor activity, especially among young adults. While this enthusiasm was seen as an opportunity, it also led to issues like littering, poor parking, and inappropriate camping behaviors. A NatureScot survey revealed a spike in outdoor visits, with 80% of adults going outdoors weekly, up from 64% in 2019. However, the boom resulted in environmental concerns and public health issues. Ramblers Scotland aimed to engage this new wave of outdoor enthusiasts with the Scottish Outdoor Access Code, focusing on education rather than restriction.

Solution: Ramblers Scotland worked with national parks, Forestry & Land Scotland, VisitScotland, and other partners, engaging young co-producers to ensure the campaigns resonated with their audience. The approach included humor and relatable content across platforms like TikTok, Snapchat, and YouTube. By targeting the youth where they were most active, the team used creative, surreal humor to address serious topics such as fire safety, wildlife protection, and responsible camping.

Outcomes: The campaigns have been a massive success:

• 2021: 270,000 views and 1.1 million impressions, winning Gold for Best Film in a Social Media Campaign at the EVCOM Awards.
• 2022: 2 million views and 109,000 completions, earning the Best Use of a Small Budget award at EVCOM.
• 2023: 3 million views and 161,000 completions.

Over three years, the videos gained over 5 million views, attracted substantial media attention, and remained cost-effective with a total budget of £65k.