The Countryside Code

Partner Toolkit

Last updated - April 2024

Dear all,
 
The Countryside Code was refreshed in Spring 2021 to share best practices around visiting the countryside and protecting the natural environment, both safely and enjoyably.


This digital partner toolkit is designed to support the promotion of the Countryside Code campaign in reaching a more wide and diverse audience. We have included a link to the full version of the Countryside Code (PDF & Word formats), social media assets, QR code, onsite signage templates, and brand guidelines for using the Countryside Code logo. Additionally, we now have the Code translated into 18 different languages, making it accessible to more people. 
 
Our Countryside Code web pages allow us to publish our campaign materials and resources to a public audience. These pages continue to be updated regularly and we are keen to hear ideas for content development from partners.
 
If you have any further questions about the partner toolkit, or our web pages, then please email us at countryside.code@naturalengland.org.uk
 
Many thanks,
The Natural England Team

Downloading digital assets


All of the assets shown on this page are available to download via the relevant links for each section.

[You can choose to either download all of the assets or to select the individual files you would like to download]

Please note that these assets are updated periodically (in line with the latest government guidance). Please make sure you always return to this page and download a new version of the content you want to use each time, rather than storing it on your local drive and reusing. 

Countryside Code Brand Guidelines: 


Please note, if you need logo files, please request these through the Countryside Code Team at: countryside.code@naturalengland.org.uk

Download the guidelines here: 

Full version of the refreshed Countryside Code (PDF  formats)


Language Translations 

The following languages translations of the Code are now available: 
Arabic, Bengali, Chinese, Cornish (credit to Cornish Language Office), French, German, Gujarati, Hindi, Italian, Polish, Portuguese, Punjabi, Russian, Spanish, Tamil, Turkish, Urdu and Welsh.

Translations can be found here: The Countryside Code Language Translations


QR code and Link to the Countryside Code document on GOV.UK



Countryside Code LinkTree site: 


Shaun the Sheep Campaign 



Partner Catalogue can be viewed here: https://express.adobe.com/post/8moDgJXPcaqny/ 

Watch our Shaun series on YouTube: https://youtu.be/jHgSInnGRCc



2021 Countryside Code Refresh - Launch Video (static imagery and video)

Launch video 

Statics

Social Media Ad Assets (2021)


For the second phase of the Countryside Code communications plan in 2021, we developed a summer campaign which ran from July - September, targeting families and young people aged between 16-24 years. Our campaign focus was to support people from different backgrounds to feel confident in reconnecting with the outdoors, increase public knowledge and understanding of the Countryside Code through demonstrating good behaviours on how to protect the natural environment whilst enjoying time in open spaces.

The assets are available for download should partners wish to use. 

Campaign creative video 

This Countryside Code hero film is aimed at families and young people aged between 16-24 years from all walks of life, to make sure everyone feels confident when exploring the outdoors, and highlights the Code’s core behavioural messages.


120-second assets 

60-second cut assets 
15-second cut assets  

Example social media copy

As you venture outdoors, enjoy a visit to either a park, coastline, or rural countryside spot. Please remember to take your rubbish home to help look after the natural environment. @NaturalEngland #CountrysideCode 


Are you out & about with your dog this weekend? Please keep your dog under control on a lead and at a distance from wildlife, livestock, or horses to prevent them from being frightened.
#CountrysideCode @NaturalEngland
 
 
Enjoy making memories in the outdoors. You’ll be doing your bit for nature, by leaving wildlife as you find it. Have a quick read of the #CountrysideCode @NaturalEngland
 
 
When outdoors, always be respectful to everyone you see & follow local signs. Stay on marked paths unless wider access is available to help shelter crops & wildlife. Check the #CountrysideCode @NaturalEngland
 
 
As the weather gets warmer, you may be thinking of having a BBQ. Remember, fires can have a devastating effect, only use BBQs where signs say they are permitted & always put it out. Check the @NaturalEngland #CountrysideCode for guidance:


Visiting the outdoors with family? Make sure you check out the #CountrysideCode for guidance on how to enjoy, respect and protect the natural environment, and livestock.
 
 
Admiring wild animals gives a sense of wonder.  However when you come across wildlife, livestock, or horses, please give them plenty of space for your safety. Read the #CountrysideCode @NaturalEngland
 
#RespectProtectEnjoy the natural environment and wildlife when visiting the great outdoors. Stay well informed by checking the #CountrysideCode by @NaturalEngland so you know what to expect and what you can do.


Social media campaign hashtags & key accounts 


Follow the Countryside Code’s channels below:
Channel 
Username/link
Instagram
LinkTree
Facebook
Twitter/X
Youtube
Webpages

The following campaign hashtags have been selected for use on all social media channels:


Defra Group Twitter/X Accounts: 
Defra Group Accounts 

Natural England (National) 
@NaturalEngland
Defra
@DefraGovUK
Environment Agency
@EnvAgency
APHA
@APHA
Forestry Commission
@ForestryComm
NE Senior Staff Accounts 

Tony Juniper
@tonyJuniper
Marian Spain
@MarianSpain
Chief Scientist’s account
@NEChiefSci
NE Regional Accounts 

NE Cumbria
@NECumbria
NE Devon, Cornwall, IoS
@NE_DCIoS
NE Dorset, Hants, IoW
@NEDorstHantsIOW
NE East Midlands
@NEEastMidlands
NE Field team
@NEFieldUnit
NE Norfolk, Suffolk
@NENorfolkSufflk
NE North West
@NENorthWest
NE Northumbria
@NE_Northumbria
NE South West
@NESouthWest
NE Sussex, Kent
@NESussexandKent
NE Thames
@NE_Thames
NE West Anglia
@NE_WestAnglia
NE West Midlands
@NE_WestMids
NE Yorks, Lincs
@NEYorksNLincs
Defra Group Instagram Accounts 
Natural England IG
@naturalengland
Defra IG
@defrauk
Natural England, Defra Facebook & LinkedIn Accounts 
Natural England Facebook
facebook.com/naturalengland
Defra Facebook 
facebook.com/DefraGovUK 
Natural England LinkedIn
linkedin.com/company/natural-england 

Stakeholder survey 2021


Almost 4000 stakeholders responded to our survey to find out your views to inform the Code refresh and our plans for the campaign. Thank you for your input. A summary of your responses and how we are using that information has been published here: 
 

People and Nature Survey report – using people’s experiences during the pandemic to inform changes to the Countryside Code

 
Natural England has conducted analysis of People and Nature Survey data to inform the campaign. A summary of findings of this analysis has been published here: https://people-and-nature-survey-defra.hub.arcgis.com/pages/blog and a spreadsheet containing the statistics presented is available here: https://www.gov.uk/government/statistics/the-people-and-nature-survey-for-england-adult-data-y1q3-october-december-2020-experimental-statistics
 
For more information on the People and Nature Survey for England, including monthly results sign up for email updates via our user hub at the bottom of the page.
 

Evidence and Research

 
Recent research to help us apply behavioural insights to our messaging about the Countryside Code has just been published to Natural England’s evidence catalogue Applying behavioural insights to improve the messaging around the new Countryside Code: Summary, NECR386’.

Appendix 1 of this report (pages 54-57) presents a series of tips intended to help everyone develop effective communications by building behavioural insights into your approach. This includes suggestions about using behavioural insights to attract your audience’s attention, engage your audience and motivate action.

Countryside Code Refresh Launch 2021 - 

Highlights from 1 April - 25 May