Redesigning the Countryside Code

Research commissioned by Merrell revealed that almost half of UK adults were completely unaware of the Countryside Code, with one in ten adults believing that it was a book by a popular author. Despite this, the study showed that 83% are becoming more concerned about nature and green spaces and 75% mentioned that they are spending more time outdoors since the pandemic. To solve this, Adapt Projects were briefed to redesign the countryside code for a new generation because the old edition, made in the 70s, feels like a bit like a school teacher listing the ways you could end up in detention. Our new code helped people from urban areas enjoy the beautiful British countryside whilst making everyone else’s lives a little easier. The new code was supported and communicated through videos, social assets, face filters and shoe customisation.