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TikTok Campaign Promotes Responsible Access

© Ramblers Scotland

With summer expected to be busy in the hills, and in light of a growing awareness of litter and anti social behaviour, Ramblers Scotland has launched a video campaign to urge outdoor beginners to enjoy responsible days out. While aimed at a Scottish audience, the message clearly applies everywhere.

Natalie Erskine and Fix This Window filming at Craigmead in Fife  © Ramblers Scotland
Natalie Erskine and Fix This Window filming at Craigmead in Fife
© Ramblers Scotland

The short videos, presented as a bit of fun but with a serious intention, feature BBC The Social's Natalie Erskine and young Edinburgh comedy outfit Fix This Window.

Supported by VisitScotland, NatureScot, John Muir Trust, Forestry and Land Scotland, Cairngorms National Park Authority and Loch Lomond & The Trossachs National Park Authority, the '#RespectProtectEnjoy' films are being promoted on TikTok, Snapchat and Instagram throughout the warmer months to gently encourage young adults to:

Launched earlier this month, the campaign's videos have already been viewed more than 600,000 times.  

Ramblers Scotland director Brendan Paddy said:

"It's exciting for our economy, health and happiness that booming numbers of people are visiting Scotland's outdoors, but at busy times this can create pressures at our popular hotspots. That's why we're running our most ambitious video campaign ever, to support the next generation to leave no trace and follow the Scottish Outdoor Access Code.

"With so many beginners benefitting from getting outdoors, it's important that we support people to leave no trace. The excellent early viewing figures suggest that these videos are already playing a part in educating this new, younger audience of outdoor enthusiasts to responsibly access the countryside." 

A diverse panel of young adults co-produced the videos, choosing platforms, honing the scripts and performing as extras.

Natalie Erskine, who currently stars in BBC Scotland's hit comedy show May Contain Nuts, said: "I had so much fun filming these videos! I hope everyone enjoys watching them as much as we enjoyed making them, but I also hope that the serious message we wanted to promote will stick in people's minds. Scotland's countryside is truly special and we must respect it." 

Ramblers Scotland hopes the new campaign will build on the success of a wild camping film it produced last year with social media influencer Jarad Rowan, which was viewed more than 300,000 times and won a UK award.


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