Rallying people to protect ancient paths
Client:
The Ramblers
Project:
Don't Lose Your Way
When we lose a path, we lose more than a route. We lose a connection to our history and a way to explore the places around us. For the Ramblers, we turned that threat into a public call to action, inspiring thousands to help protect paths for future generations.
In 2020, the Ramblers launched Don’t Lose Your Way to help protect thousands of miles of unrecorded paths across England and Wales. Missing from official maps, these routes were vulnerable to development, obstruction and neglect. Finding and recording them was the first step towards securing their future.
At the time, a 2026 deadline gave the campaign a clear reason to act. The challenge was making people feel it. Six years could seem a long way off. How could we make protecting these paths matter today?
The Ramblers asked us to create a campaign brand that would turn that distant deadline into an immediate call to action. It needed to stand apart from its previous campaigns and reach beyond existing supporters, bringing walkers, local residents and communities into a cause they might never have considered.
We started with what those paths connect us to. Local stories. Shared landscapes. The people who walked before us. These routes are part of our history, but they also give us the freedom to get outside, explore and discover somewhere new. There was something for everyone to protect.
We found inspiration in the Ramblers’ own archives, repurposing imagery from classic posters with vibrant screenprinting effects and bold typography. The identity brought together the character of the original artwork and the urgency of contemporary protest graphics. It connected the charity’s heritage with a new call to action, making the campaign feel rooted in its past and alive to the challenge ahead.
We took that invitation into the landscape with a campaign film following two people searching for paths in the Derbyshire Peak District. It encouraged others to become wayfinders themselves, with a part to play in protecting the places they love.
In just six weeks, 3,500 people helped map over 49,000 miles of paths. More than 77% of those taking part were not Ramblers members, bringing new people into the cause. With over 200 pieces of media coverage helping spread the call, the campaign hit its initial targets weeks ahead of schedule.
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