Conservation charity the Woodland Trust has this week launched an integrated awareness campaign to help tackle the climate crisis, spearheaded by a new 30-second spot narrated by Tom Hollander.

Developed by creative agency Creature London, ‘Plant More Trees’ will run nationwide across television, radio, digital, out-of-home, social and print media via a bespoke partnership with The Guardian newspaper.

The campaign, which aims to address people who are concerned about climate change but don’t necessarily understand the remedial effect that tree planting can have in fighting the crisis, has been timed to coincide with a root-and-branch rebrand for the charity, also handled by Creature London.

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“We wanted to ensure that Woodland Trust retained its heritage while also modernising as they shifted from their reputation as tree and woodland experts to the frontline in the fight to stop the climate and biodiversity crisis,” Creature head of design, Tim Green.

“The new identity is wholly ownable. The brightness adds a positivity that other activist organisations often shy away from and the use of the oak leaf pattern, using real fallen leaves, means you can’t forget the Woodland Trust’s primary focus.”

‘Fighting for the health of people and planet with every tree’ will look to firmly establish the Woodland Trust as a mass brand, fighting a mass cause and is intended to act as a rallying cry for all communities.

Creature creative director Josh Dando added: “We thought it was time for a refreshing but straight-talking take on saving the planet, rather than more doom, gloom, and guilt.

“Trees are an amazing weapon against this climate crisis, so championing them – and giving Woodland Trust a clear role with a charmingly sardonic but serious campaign – felt like just what the world needed.”