Nominee Summary
‘Protect our National Park. No flame, no spark.’ A clear message, and a compelling invitation for all of us to look after what we love. In 2026, to protect against wildfires, a new fire byelaw was introduced to the area, banning fires and barbecues from 1 April to 30 September. From the outset, it was clear that the Park Authority campaign would be key to its success. Just one year after a devastating wildfire lapped the northern boundary of the Cairngorms National Park, the byelaw – and the campaign – has provided a timely and urgent intervention.
In no more than 350 words, tell us why you think you/your work should win this award. You may wish to consider factors such as what inspired you, the challenges involved, the impact of the output, and what makes your work stand out?
The Cairngorms National Park is an incredibly special place to many people. But as is often the case, people do not always see or understand the impact of their actions. Our campaign asks people to give up a beloved and nostalgic experience, that they feel they have a right to, to protect against a threat that for many feels intangible. Our approach was evidence based, accessible and effective, designed in partnership with land managers, ranger services and relevant partners across the National Park. Tapping into behavioural science, we developed a strategic framework alongside award winning agency Bright Signals that was easy, attractive, social and timely. One simple rule and visual identity so that no matter where it lands be it social media or a local shop window, the message is compelling and the ask is the same. This had to appeal to residents and visitors alike. We platformed local messengers that would resonate with key audiences and designed interventions to nudge people at critical moments. We secured UK wide media coverage to build broad awareness, becoming increasingly targeted as people planned their journeys; reminding them through social media ads as they search for local food recommendations, nudging again as they listen to their favourite podcast on route north, passing temporary road signs as they arrive. Maximising use of technology, we used temperature-based interventions, swapping out the visual in hot weather to keep the creative fresh in the minds of the target audiences. More than 800 signs have been produced for distribution in key locations across the National Park and campaign branded beer mats occupy pubs and cafes. This mirrors the extensive digital presence to ensure a collective, shared ask that people don’t light fires, and in doing so protect the cherished landscapes and communities that benefit us all. The paid media campaign has reached 1.8 million people, with 7.9 million impressions, achieving 805,000 video views. More importantly, though it is early days, at time of writing only seven live fires have been discovered by Park Authority rangers this year, a 91% decrease on 2024 and a 79% decrease on 2025.
Please include here a link to your work online. Alternatively, if this is not possible, please email your work to us at hih@scottishlandandestates.co.uk
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