Shaun the Sheep campaign to encourage respect for the countryside

Natural England has teamed up with animation studio Aardman on a new campaign to encourage young people to respect the countryside.

From Mossy Bottom Farm, Shaun the Sheep and friends will follow the Countryside Code and show children how to care for nature, follow signs and share the space with others.

The move follows a Natural England survey, which revealed that 85% of children feel happy in nature and over 80% want to do more to look after nature and wildlife.

Since the covid-19 pandemic there has been an upsurge in the number of people visiting the countryside, prompting a refresh of the Countryside Code and updated guidance for land managers.

The guidance extends to all green space, waterways and parks in cities. It contains reminders to respect those working in the countryside – to dispose of litter responsibly; avoid feeding livestock; to not light fires; and to stay on marked footpaths to protect crops and wildlife.

Marian Spain, chief executive of Natural England, said: “Shaun the Sheep and his endearing friends are the perfect illustration for the next generation of explorers on how to respect, protect and enjoy nature, whether in parks in towns and cities, at the seaside or in the countryside.

“We know that children care deeply about the environment, and that 85% of children feel happy spending time outdoors – so it’s really important that we help young people enjoy the invaluable health and wellbeing benefits that nature offers, while giving it the respect it deserves.”

Rachael Peacock, senior brand manager at Aardman, added: “It’s great to be working with Natural England on this engaging and informative Countryside Code campaign.

“Living on Mossy Bottom Farm, Shaun’s connection to the countryside makes him a baa-rilliant and fun ambassador for nature, and we look forward to encouraging families to enjoy the outdoors respectfully.”

Natural England and Aardman have created a suite of assets to help inform children and young people about the messages of the code, and how to ensure the outdoors is a place for everyone to enjoy. The assets will be hosted online and available for download in use across promotional materials.